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Strategic Marketing Management

Strategic Marketing Management
116-9549/01
angličtina Strategic Marketing Management
116-9549/02
angličtina

Summary

The course focuses on understanding strategic marketing management and developing strategic approaches. Upon completion of the course, students should be able to apply appropriate theoretical concepts and analytical models in the creation of publication outputs.

Literature

HOLLENSEN, Svend. Marketing Management: A Relationship Approach, 4th ed. London: Pearson, 2019. 728 s. ISBN 9781292301402 .
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 s. ISBN 978-981-4768575 .
IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: Cengage Learning, 2022. 352 s. ISBN 978-0-357-63508-7 .

Advised literature

DE PELSMACKER, P., M. GEUENS a J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. New Jersey: Pearson Education, 2021. 592 s. ISBN 978-1-292327891.
DONELLY, H. James a Paul J. PETER. A Preface to Marketing Management. 15th ed. London: McGraw Hill, 2018. 290 s. ISBN 978-1260287257 .
FERELL, O. C., M. HARTLINE a B. W. HOCHSTEIN. Marketing Strategy. 8th ed. Mason: Cengage Learning, 2022. 576 s. ISBN 978-0-357-51630-0 .


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Language of instruction angličtina, angličtina
Code 116-9549
Abbreviation SMM
Course title Strategic Marketing Management
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.