Skip to main content
Skip header
Close

Searching

Marketing Management

Type of study Follow-up Master
Language of instruction Czech
Code 116-0408/01
Abbreviation MR
Course title Marketing Management
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.

Subject syllabus

1.Content of marketing management.Marketer and his role
2.Internal analysis
3.Productivity and profitability analysis
4.External analysis
5.Customer analysis
6.Competitor analysis
7.Company strategy and goals.Marketing strategie and goals.
8.Product programs
9.Price programs
10. Advertising programs.Sales promotion programs
11. Distribution programs
12. Marketing plan and controlling

Literature

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 .

Advised literature

CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575 .
KOTLER, Philip a Kevin Lane KELLER. Framework for Marketing Management. 5th ed. New Yersey: Prentice Hall, 2012. 368 pp. ISBN 978-02-7375251-6 .
SORGER Stephan. Marketing Planning. 1st ed. New Yersey: Prentice Hall, 2012. 352 pp. ISBN 978-01-3254470-2 .


back to search page