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Strategic Marketing Management

Type of study Doctoral
Language of instruction English
Code 116-9549/02
Abbreviation SMM
Course title Strategic Marketing Management
Credits 10
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.

Osnova předmětu

1. Internal analysis. ABC Analysis. Analysis portfolio. Frequency and custom marketing.
2. Profitability analysis and marketing productivity. Cover contribution analysis. Model A. D. Little.
3. Market analysis and measurement. Market segmentation. Cluster analysis. Methods of calculating absolute and relative market potential. Purchasing Power Index. Geodemographic Analysis PRIZM.
4. Competition analysis. Porter's analysis of competitive forces. Positional maps. Sources of competitive advantage.
5. Customer analysis. Black box model. Sequence model. Conversion model. Customer satisfaction measurement. Satisfaction pyramid method. Method of perceived differences.
6. Retail analysis. Quantitative analysis of retail. Distribution intensity measurement. Qualitative analysis of retail. Shopscore audit.
7. Marketing strategies, their qualifications and suitability for use. Offensive and defensive strategies.
8. Marketing audit.
9. Marketing models. Product life cycle. Adoption curve. Price models. Communication models.

Povinná literatura

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 .

Doporučená literatura

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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