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. |
Osnova předmětu
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
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
Povinná literatura
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 .
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 .
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 .