Marketing Essentials

ESS Course thumbnail Marketing Essentials

One of the crucial components of success when running a business is effective marketing. Do you want to learn more about it? No problem! Join this course and learn how to research markets, gather information from customers and how to understand their behavior, and most importantly how to develop and execute viable marketing strategy. A substantial part of the course is focused on creating your own marketing plan for actual business use.

Acquired skills

  • Understand what marketing is and where it fits with business strategy
  • Understand the importance of gathering, analysing and mining market intelligence
  • Be able to gather primary information using questionnaires
  • Appreciate the importance of understanding buyer behaviour
  • Understand the uses, advantages and disadvantages of off-line and on-line promotional techniques
  • Develop marketing strategies
  • Produce an integrated off- and on-line promotional strategy
  • Write a marketing plan. Be aware of ethical and legal issues in marketing

General information

Course term: 227.07. - 07.08.

Free seats: 0

Price: 800 €

Category: Bussiness & Marketing

Status: Closed

Deadline: 24.07.2020


One of the crucial components of success when running a business is good marketing. Want to get it right? No problem. Join this course and you will learn how to research markets, gather information from customers and how to understand their behaviour. Later on you can try to develop a marketing strategy.Part of the course is focused on creating own marketing plan for actual business use.


Course is running: Monday - Friday, 9:00 - 14:00


Lecturer Dr. Patrick Szillat avatar

Dr. Patrick Szillat


Fontys International Business School, Venlo, Netherlands


Patrick is Senior lecturer at Fontys International Business School, former Head of Marketing, Marketing manager and E-Commerce & E-Marketing Enthusiast. Specialties: Analysis, Competitive Analysis, CI, social media, strategic marketing, experience in ICT, Social Media Marketing, Social Networks, B2B marketing, strategy, business development, marketing, cross marketing, direct marketing, ambient, viral marketing, branding, brand management, communication , operational marketing, HR marketing, employer branding

Course outline

Principles of Marketing
The marketing mix
The marketing mix in the services sector
Company strategy and marketing
Principles of communications
Types of markets
Market segmentation
The impact of the external and internal environment of the firm

Consumer behavior

Marketing research – Quantitative / qualitative, Primary / secondary, Questionnaires ,Focus groups
Information systems – MI, CRM
Workshop on questionnaires
Ethics in market research

Brand Management & Global Branding

Ethics in pricing

DAYS 6 & 7
Promotional techniques – Advertising, Promo, PR, Packaging, POS, Sales & Personal selling
Online marketing – Websites & blogs, Social media, Content marketing, ‘viral’ marketing, Video marketing
Mobile marketing
Latest trends – Experiential marketing, Flashmobs

DAYS 8 & 9
Ethics in promotional activities
Developing a marketing strategy
Choosing marketing techniques

DAY 10
Preparing a marketing plan
Integrated Marketing Communications

*Program/Course Outline is subject to change.


  • Jobber, D./ Fahy, J. (2015): Foundations of Marketing, McGraw-Hill Higher Education, 5th edition
  • Johnson, G. Whittington, R. Scholes, K. Angwin, D. and Regner, P. (2017). Exploring Strategy. 11th edition. Harlow: Pearson
  • and a quite an elaborate set of examples and content in slides and handouts...


You will receive an official Certificate of Attendance upon completion of your course. Please inform the organizing staff if you require any extra supplements, such as Transcript of Records. The student is eligible to receive up to 5 ECTS credits, however please follow the instructions here and consult the acknowledgment process with your university in advance.


  • attendance in class 15%
  • team assignment 40%
  • individual assignment 35%
  • exam 10% (optional, if required by home University)

Course time total 125 hours

  1. Total time of in-class work = 50hours
  2. Preliminary assignment = 10hours
  3. Preparation = 65hours


Course fee includes the course itself, application fee, study materials, Prague public transportation ticket for 2 weeks, afternoon/evening social activities and events, welcome drink and goodbye graduation party. Other expenses, such as meals, accommodation, insurance, personal expenses, extra activities (such as trips outside of town over the weekend and entrance fees), and required equipment (i.e. pencils, paper for illustrations) are not included in the price.

Please note, after the 30th of April 2020 there will be a late enrollment fee charged in the amount of 50EUR on top of the course fee.

COVID-19 Tests upon arrival to Prague you might be asked to take a COVID test to avoid quarantine or you will have to take the test before your departure to Prague at the airport. In that case, we have decided to contribute to the testing and reimburse you in the amount of 100,- EUR. More info here .

COVID-19 Cancellation fee - in case a particular course will be cancelled without an alternative course or the Summer school program will not be happening even in an ONLINE version due to Coronavirus in your country or in the Czech Republic, we will be refunding all amount so cancellation fee is 0,- EUR.

Terms and Conditions - Cancellation fees

Costs of living in Prague


For accommodation options, please visit the dedicated page

*Program/Course Outline is subject to change.


  • Students must have very good written and spoken English (B1-B2)
  • For tasks to be performed in class a laptop is needed.


"Besides a lot of information in Marketing which helped me to improve my marketing skills, I met lot of nice and lovely people around whole world. Cultural mix in Summer School was amazing it was 30 nationalities there! I gained an unforgettable experience during summer school in Split. It was lot of fun, many activities and city Split is wonderful! There was always what to do – morning swimming, exercise, learning, city exploring, sightseeing, barbecue, volleyball, and other activities 🙂 Big thanks!"