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Marketing Management

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0308/03
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Compulsory
Level of Course Unit *Second Cycle
Year of Study *Second Year
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionCzech
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
SPA50doc. Ing. Vojtěch Spáčil, CSc.
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.
Learning Outcomes of the Course Unit
1. To set up the situation analysis.
2. To classify the kinds of market measurement.
3. To develop the profitability and productivity analysis.
4. To categorize the types of marketing strategies.
5. To design the programs of marketing mix.
Course Contents
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
Recommended or Required Reading
Required Reading:
DIBB, Sally et al. Marketing Concepts and Strategies. 9th ed. Mason: South-Western Cengage Learning, 2023. ISBN 978-1473778580.
IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: South-Western Cengage Learning, 2022. 336. pp. ISBN 978-0357635087.
MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917.
JAKUBÍKOVÁ, Dagmar a Petr JANEČEK. Strategický marketing - strategie a trendy. 3. přepr. a rozš. vyd. Praha: Grada, 2023. 432 s. ISBN 978-80-271-3722-0.
MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917.
STŘÍTESKÝ, Václav a kol. Marketing management. Praha: C. H. Beck, 2023. 584 s. ISBN 978-80-7400-897-9.
Recommended Reading:
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575.
HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 4th ed. Harlow: Prentice Hall, 2019. 728 p. ISBN 978-1292291444.
KOTLER, Philip a Kevin Lane KELLER. Framework for Marketing Management. 5th ed. New Yersey: Prentice Hall, 2012. 368 pp. ISBN 978-02-7375251-6.
ALLAN, Dibb. Marketingový plán na jednu stránku. Praha: Grada, 2020. 224 s. ISBN 978-80-271-2591-3.
DIBB, Sally et al. Marketing Concepts and Strategies. 9th ed. Mason: South-Western Cengage Learning, 2023. ISBN 978-1473778580.
PETRŮ, Naděžda a Václav KUPEC. Marketingové řízení podniků - diskurs podnikové praxe. 3. vyd. Praha, VŠFS 2021. ISBN 978-80-7408-228-3.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
Credit and ExaminationCredit and Examination100 (100)51
        CreditCredit35 20
        ExaminationExamination65 25