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Marketing Management

Marketing Management
116-0308/01
čeština Marketing Management
116-0308/02
čeština Marketing Management
116-0308/03
čeština

Anotace

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.

Povinná literatura

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 .

Doporučená literatura

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 .


zpět na vyhledávání
Language of instruction čeština, čeština, čeština
Code 116-0308
Abbreviation MR
Course title Marketing Management
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.