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Marketing Management

Marketing Management
116-0049/01
čeština Marketing Management
116-0049/03
čeština Marketing Management
116-0049/02
čeština

Summary

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.

Literature

1.Hollensen,S. Marketing Management. A Relationship Approach. Harlow :
Prentice Hall, 2003. ISBN 0-273-64378-9.
2.Pelsmacker,P.D. – Geuens,M. – Van den Bergh,J. Marketing Communications.
Second Edition. Harlow : Prentice Hall, 2004. ISBN 0-273-68500-7 .
3.Best,R.J. Market – Based Management. Second edition. Prentice Hall, New
Yersey 2000.
4.Guiltinan,J.P. – Paul,G.W. Marketing Management. Strategies and Programs.
Sixth edition. New York : Mc Graw Hill, 1997.

Advised literature

No advised literature has been specified for this subject.


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Language of instruction čeština, čeština, čeština
Code 116-0049
Abbreviation .
Course title Marketing Management
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.