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ECTS Course Overview



Marketing Management

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

Course Unit Code116-0508/01
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Choice-compulsory
Level of Course Unit *Second Cycle
Year of Study *
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionEnglish
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
SPA50doc. Ing. Vojtěch Spáčil, CSc.
VAL401Ing. Jana Hodulová, Ph.D.
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:
DONELLY, H. James and Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598.
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575.
KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 14th ed. London: Pearson, 2011. 816 p. ISBN 978-0132102926.
DONELLY, H. James and Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598.
CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575.
KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 14th ed. London: Pearson, 2011. 816 p. ISBN 978-0132102926.
Recommended Reading:
BEST, J. Roger. Market – Based Management. 6th ed. New Jersey: Prentice Hall, 2012. 576 p. ISBN 978-01-3284816-9.
HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd ed. Harlow: Prentice Hall, 2010. 696 p. ISBN 978-0-273-70683-0.
IACOBUCCI, Dawn. Marketing Management. 5th ed. Mason: Cengage Learning, 2018.
BEST, J. Roger. Market – Based Management. 6th ed. New Jersey: Prentice Hall, 2012. 576 p. ISBN 978-01-3284816-9.
HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd ed. Harlow: Prentice Hall, 2010. 696 p. ISBN 978-0-273-70683-0.
IACOBUCCI, Dawn. Marketing Management. 5th ed. Mason: Cengage Learning, 2018. 352 p. ISBN 978-1-337-27112-7.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Tasks are not Defined