| Course Unit Code | Course Unit Title | Number of ECTS Credits Allocated |
|---|
| 116-0508/01 | Marketing Management | 5 ECTS credits |
| Type of Course Unit | Choice-compulsory |
|---|
| Level of Course Unit | Second Cycle |
|---|
| Year of Study | Second Year |
|---|
| Semester when the Course Unit is delivered | Winter Semester |
|---|
| Mode of Delivery | Face-to-face |
|---|
| Language of Instruction | English |
|---|
| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
|---|
| Name of Lecturer(s) | Personal ID | Name |
|---|
| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
| Learning Outcomes of the Course Unit |
|---|
1. To set up the situation analysis.
2. To classify the kinds of market measurement.
3. To develop the profitability and productivity analysis.
4. To categorize the types of marketing strategies.
5. To design the programs of marketing mix.
|
| Recommended Optional Programme Components |
|---|
| Common optional components are not offered, students of special interest can participate in departmental activities or can arrange consulting hours with lecturer. |
| Course Contents |
|---|
1.Content of marketing management
2.Internal analysis
3.Market analysis
4.Market measurement
5.Customer analysis
6.Competitor analysis
7.Retail analysis
8.Productivity and profitability analysis
9.Product programs
10.Price programs
11.Distribution programs
12.Communication Programs
13.Formulation of marketing plan
14.Marketing Audit |
| Recommended or Required Reading |
|---|
| Required Reading: |
|---|
1. Course Moodle 116 508 Marketing Management 2011/12
2. Hollensen,S. Marketing Management. A Relationship Approach. Harlow : Prentice Hall, 2003. ISBN 0-273-64378-9.
3. Pelsmacker,P.D. – Geuens,M. – Van den Bergh,J. Marketing Communications. Third edition. Harlow : Prentice Hall, 2007. ISBN 0-273-70693-4.
4. Best,R.J. Market–Based Management. Fourth edition. Prentice Hall : New Yersey 2005.
5. Guiltinan,J.P. – Paul,G.W. Marketing Management. Strategies and Programs. Sixth edition. New York : Mc Graw Hill, 1997.
|
1. Course Moodle 116 508 Marketing Management 2011/12
2. Hollensen,S. Marketing Management. A Relationship Approach. Harlow : Prentice Hall, 2003. ISBN 0-273-64378-9.
3. Pelsmacker,P.D. – Geuens,M. – Van den Bergh,J. Marketing Communications. Third edition. Harlow : Prentice Hall, 2007. ISBN 0-273-70693-4.
4. Best,R.J. Market–Based Management. Fourth edition. Prentice Hall : New Yersey 2005.
5. Guiltinan,J.P. – Paul,G.W. Marketing Management. Strategies and Programs. Sixth edition. New York : Mc Graw Hill, 1997.
|
| Planned learning activities and teaching methods |
|---|
| Lectures, Tutorials |
| Assesment methods and criteria |
|---|
| Tasks are not Defined |
| Work placement(s) |
|---|
| Course does not contain work placement. |
