116-9549 – Strategic Marketing Management (SMM)

Garantující katedraKatedra marketingu a obchodu
Garant předmětudoc. Ing. Vojtěch Spáčil, CSc.
Odkaz na web
Úroveň studiapostgraduální
Verze předmětu
Kód verzeRok zavedeníRok zrušeníKredity
116-9549/01 2014/2015 10

Cíle předmětu vyjádřené dosaženými dovednostmi a kompetencemi

1. To set up the situation analysis. 2. To identify the methods of market measurement. 3. To categorize the types of marketing strategies. 4. To explain the application of the marketing mix programs. 5. To characterize the marketing models.

Vyučovací metody

Přednášky
Individuální konzultace

Anotace

Content of the marketing management. Strategic marketing analysis as a starting point of the marketing planning. Analytical methods. Market analysis and market measurement. Analyses of subjects (customer, competitor, retailer) Analysis of profitability and marketing productivity. Mission of the business organization, strategy of the corporation and its marketing objectives. Marketing strategies, usability and qualification. Marketing programs. Product programs. Pricing programs. Advertising programs. Programs in support of sales. Sales and distribution programs. Organizing marketing activities. Marketing plan, its implementation and control. Marketing audit. Marketing models.

Povinná literatura:

DONELLY, H. James a Paul, J. PETER Marketing Management. Knowledge and Skills. 10th edition. London: McGraw Hill, 2010. ISBN 978-007-125983-5. GUILTINAN, P. J., G. W. PAUL a T. J. MADDEN. Marketing Management. Strategies and Programs. Fourth edition. New York: Prentice Hall, 2005. ISBN 978-0-070490970. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010. ISBN 978-0-273-70683-0. KOTLER, P. et al. Marketing management. 2nd ed. Harlow: Prentice Hall, 2012. 1064 p. ISBN 978-0273743613.

Doporučená literatura:

BEST, J. Roger. Market – Based Management. 6th edition. New Yersey: Prentice Hall, 2012. ISBN 978-01-3284816-9. PELSMACKER, P. D., M. GEUENS a J. a van den BERG. Marketing Communications. A European perspective. 4th edition. Harlow: Prentice Hall, 2010. ISBN 978-0273721383.

Doporučené doplňkové aktivity v rámci studijního programu

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