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Marketing Management

Type of study Follow-up Master
Language of instruction English
Code 116-0508/01
Abbreviation MME
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
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

E-learning

LMS Moodle

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 .

Advised literature

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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