Course Unit Code | 116-0308/03 |
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Number of ECTS Credits Allocated | 5 ECTS credits |
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Type of Course Unit * | Compulsory |
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Level of Course Unit * | Second Cycle |
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Year of Study * | Second Year |
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Semester when the Course Unit is delivered | Winter Semester |
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Mode of Delivery | Face-to-face |
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Language of Instruction | Czech |
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Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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Name of Lecturer(s) | Personal ID | Name |
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| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
Summary |
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The module describes the content of marketing management and specifies the
content of marketer´s work. The module presents the content of situation
analysis including the internal and external analysis. Based on situation
analysis the marketing strategy is formulated (offensive, defensive).
Marketing programs develop the content of marketing strategy. |
Learning Outcomes of the Course Unit |
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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.
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Course Contents |
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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 |
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Required Reading: |
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DIBB, Sally et al. Marketing Concepts and Strategies. 9th ed. Mason: South-Western Cengage Learning, 2023. ISBN 978-1473778580.
IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: South-Western Cengage Learning, 2022. 336. pp. ISBN 978-0357635087.
MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917. |
JAKUBÍKOVÁ, Dagmar a Petr JANEČEK. Strategický marketing - strategie a trendy. 3. přepr. a rozš. vyd. Praha: Grada, 2023. 432 s. ISBN 978-80-271-3722-0.
MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917.
STŘÍTESKÝ, Václav a kol. Marketing management. Praha: C. H. Beck, 2023. 584 s. ISBN 978-80-7400-897-9.
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Recommended Reading: |
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CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575.
HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 4th ed. Harlow: Prentice Hall, 2019. 728 p. ISBN 978-1292291444.
KOTLER, Philip a Kevin Lane KELLER. Framework for Marketing Management. 5th ed. New Yersey: Prentice Hall, 2012. 368 pp. ISBN 978-02-7375251-6.
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ALLAN, Dibb. Marketingový plán na jednu stránku. Praha: Grada, 2020. 224 s. ISBN 978-80-271-2591-3.
DIBB, Sally et al. Marketing Concepts and Strategies. 9th ed. Mason: South-Western Cengage Learning, 2023. ISBN 978-1473778580.
PETRŮ, Naděžda a Václav KUPEC. Marketingové řízení podniků - diskurs podnikové praxe. 3. vyd. Praha, VŠFS 2021. ISBN 978-80-7408-228-3. |
Planned learning activities and teaching methods |
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Lectures, Tutorials |
Assesment methods and criteria |
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Task Title | Task Type | Maximum Number of Points (Act. for Subtasks) | Minimum Number of Points for Task Passing |
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Credit and Examination | Credit and Examination | 100 (100) | 51 |
Credit | Credit | 35 | 20 |
Examination | Examination | 65 | 25 |