| Course Unit Code | 116-0508/01 |
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| Number of ECTS Credits Allocated | 5 ECTS credits |
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| Type of Course Unit * | Choice-compulsory |
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| Level of Course Unit * | Second Cycle |
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| Year of Study * | |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | English |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| SPA50 | doc. Ing. Vojtěch Spáčil, CSc. |
| Summary |
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| 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 |
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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.
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| Course Contents |
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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 |
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| Required Reading: |
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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. |
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. |
| Recommended Reading: |
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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. |
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.
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| Planned learning activities and teaching methods |
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| Lectures, Tutorials, Practical training |
| Assesment methods and criteria |
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| Tasks are not Defined |