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Lecturer(s)
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Konečná Jana, doc. Ing. Ph.D., MBA
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Hoffmannová Zuzana, doc. Ing. Ph.D.
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Course content
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Introduction to theory of marketing management, historical development, basic terms. Principles of marketing management and their practical application to marketing plan formulation. Marketing plan and its components; types of planning and the most frequent mistakes. Company's initial position mapping (use of analytical methods focused on macroeconomic environment, market, customers and competitors). Creation and evaluation of strategy alternatives from various points of view and using various criterions; subsequent marketing plan preparation included. Marketing management focused on implementation of a marketing plan: product policy, price policy, promotion policy and distribution policy. Strategic brand management-a prerequisite for a successful brand creation. Marketing organizational position within a company. Methods of acquisition and processing of information which is necessary for marketing management; sophisticated information and managing systems. Marketing management in specific domains such as B2B marketing, services marketing, export marketing, SME marketing.
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Learning activities and teaching methods
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- unspecified
- 13 hours per semester
- Contact hours
- 52 hours per semester
- Preparation for an examination (30-60)
- 32 hours per semester
- Presentation preparation (report) (1-10)
- 20 hours per semester
- unspecified
- 39 hours per semester
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| prerequisite |
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| Knowledge |
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| to know fundamentals of marketing management and economics |
| to have general economic and social knowledge |
| Skills |
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| to apply basic marketing instruments |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| to explain important principles of marketing management |
| to approach practically to creation of a marketing plan |
| to use analytical methods to define an initial position of a company |
| to select an appropriate strategy to achieve planned objectives, implement it using relevant marketing tools |
| Skills |
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| to use theoretical knowledge in marketing management for creation of strategic marketing plan including all its requirements |
| to apply selected marketing strategies in particular examples from business practice |
| Competences |
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| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
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| Lecture |
| Lecture supplemented with a discussion |
| Interactive lecture |
| Practicum |
| E-learning |
| Multimedia supported teaching |
| Textual studies |
| Self-study of literature |
| Individual study |
| Discussion |
| Skills |
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| Practicum |
| Skills demonstration |
| Students' portfolio |
| Competences |
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| Lecture |
| Lecture supplemented with a discussion |
| Practicum |
| E-learning |
| Students' portfolio |
| Discussion |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Skills demonstration during practicum |
| Skills |
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| Skills demonstration during practicum |
| Group presentation at a seminar |
| Continuous assessment |
| Competences |
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| Skills demonstration during practicum |
| Written exam |
| Group presentation at a seminar |
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Recommended literature
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Berndt, Ralph; Fantapié Altobelli, Claudia; Sander, Matthias. Mezinárodní marketingový management. Vyd. 1. Brno : Computer Press, 2007. ISBN 978-80-251-1641-8.
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Hommerová, Dita. Branding neziskových organizací. Vyd. 1. Žatec : Ohře Media, 2015. ISBN 978-80-905122-8-3.
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Horáková, Helena. Marketingové strategie. 1. vydání. 2014. ISBN 978-80-85970-81-4.
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Jakubíková, Dagmar. Strategický marketing : strategie a trendy. 2., rozš. vyd. Praha : Grada, 2013. ISBN 978-80-247-4670-8.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Kotler, Philip. Moderní marketing. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1545-2.
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Kumar, Nirmalya. Marketing jako strategie vedoucí k úspěchu. 1. vyd. Praha : Grada, 2008. ISBN 978-80-247-2439-3.
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McDonald, Malcolm; Wilson, Hugh. Marketingový plán : příprava a úspěšná realizace. 1. vyd. Brno, BizBooks, 2012. ISBN 978-80-265-0014-8.
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Přibová, Marie; Tesar, George. Strategické řízení značky : případové studie. 1. vyd. Praha : Professional Publishing, 2003. ISBN 80-86419-38-X.
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