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Marketing Management

Marketing Management
116-0508/01
angličtina

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

DIBB, Sally et al. Marketing Concepts and Strategies. 9th ed. Mason: South-Western Cengage Learning, 2023. ISBN 978-1473778580.
KOTLER, Philip, KELLER Kevin Lane a CERNEV, Alexander. Marketing Management. 16th ed. London: Pearson, 2022. ISBN 978-0137344161 .
MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917 .

Doporučená literatura

FERELL, O. C., HARTLINE, Michael a HOCHSTEIN, Bryan. Marketing Strategy. 8th ed. Mason: South-Western Cengage Learning, 2022. ISBN 978-0357516300 .
HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 4th ed. Harlow: Prentice Hall, 2019. 728 p. ISBN 978-1292291444 .
IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: South-Western Cengage Learning, 2022. 336. pp. ISBN 978-0357635087 .


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Language of instruction angličtina
Code 116-0508
Abbreviation MME
Course title Marketing Management
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.