116-0049/03 – Marketing Management (.)

Gurantor departmentDepartment of Marketing and BusinessCredits8
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageCzech
Year of introduction2006/2007Year of cancellation2009/2010
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences


Teaching methods


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.

Compulsory literature:

1.Hollensen,S. Marketing Management. A Relationship Approach. Harlow : Prentice Hall, 2003. ISBN 0-273-64378-9. 2.Pelsmacker,P.D. – Geuens,M. – Van den Bergh,J. Marketing Communications. Second Edition. Harlow : Prentice Hall, 2004. ISBN 0-273-68500-7. 3.Best,R.J. Market – Based Management. Second edition. Prentice Hall, New Yersey 2000. 4.Guiltinan,J.P. – Paul,G.W. Marketing Management. Strategies and Programs. Sixth edition. New York : Mc Graw Hill, 1997.

Recommended literature:

Way of continuous check of knowledge in the course of semester


Other requirements


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

Module Content :1.The Scope of Marketing ManagementBasic steps of Marketing Management. Conduct a situation analysis. Establishing objectives. Developing strategies and programs. Provide coordination and control.2.Internal AnalysisInternal analysis. ABC analysis. Portfolio analysis. SWOT analysis. Characteristics of marketing audit. The elements of marketing audit. Audit of marketing environment. Audit of marketing strategy. Audit of marketing organization. Audit of marketing systems. Audit of marketing productivity. Audit of marketing function.3.Market AnalysisDefinition of basic terms. The relevant market. Primary Demand. Selective Demand. Market segment. Target segment. Market analysis process. Definition of the relevant market. Primary demand analysis of the relevant market. Selective demand analysis of the relevant market. The definition of market segments. The identification of potential market segments. The definition of the relevant market. The analysis of primary demand. The analysis of selective demand. The definition of market segments. Identification of potential target segments. 4.The Market MeasurementThe measurement of market indicators. The basic market indicators. Absolute market potential. Relative market potential. Basic types of sales forecasts. Basic forecasting approaches. Basic market indicators. Actual market sales. Market potential. Market forecast. Actual company sales. Company sales potential. Sales forecasts.5.Customer AnalysisModel of buying behaviour. The decision process. Types of buying decision behaviour. Routine response behaviour. Limited problem solving. Extensive problem solving. 6.Competitive AnalysisIdentifying direct competitors. Perceptual mapping techniques. Factor analysis. Multidimensional scaling. Assessing competitive dynamics. Assessing the intensity of competition. Assessing competitive advantage. Positional Advantages. Sources of advantage. Competitive audit. Criteria of audit - sales, structure of customers, products, advertising efficiency, advertising budget, distribution coverage, price index.7.Retailer AnalysisThe types of sales outlets and their importance for filling of strategic company goals. The retailer analysis from producer view - quantitative analysis, qualitative analysis. The retailer analysis from competitor view. 8.Company StrategyStructure of strategy planning. Mission and objective definition. Identification of SBU. Company strategy. Generic competitive strategies. Functional strategy (financial, marketing, personal). Ansoff strategies. Penetration. Product development. Market development. Diversification.9.Marketing StrategiesPrimary - demand strategies. Strategies for increasing the number of users. Strategies for increasing rates of purchase. Retention strategies. Acquisition strategies. Product strategies. Strategies for substitutes. Strategies for complementary products. Marketing mix strategies. Strategies of the best quality brands. Strategies of the average quality brands. Strategies for the economical brands. Market targeting strategies. Undifferentiated marketing. Differentiated marketing. Concentrated marketing. Strategies for the international markets. Export marketing. International marketing. Global marketing.Push strategy. Pull strategy.10.Marketing ProgramsProduct development programs. Types of new products. New product development process. Concept generation. Concept testing. Screening. Technical feasibility. Product - use testing. Market testing. Financial evaluation. Launch. Product line decisions. Brand decisions. Types of pricing programs. Penetration programs. Parity pricing. Premium pricing. Pricing programs for a line of substitutes. Price elements of other marketing programs. Sales promotion programs. Advertising programs. Advertising objectives. Types of advertising objectives. The budgeting process. The steps of budgeting process. Sales-Promotion Programs. Objectives directed at final buyers. Trade promotion objectives. 11.Developing Marketing Plan Developing a marketing plan. Advantages of marketing planning. Content of marketing plan. Control of marketing plan.12.Organizing Marketing ActivitiesBasic terms of organizational process. Institutional and instrumental organizations. Organizing. Organizational structure. Management tasks. Constitution of marketing department. Organizational matrix. Managing. Delegation. Coordination. Control. Types of organizational structures. Managing external relationship. Managing internal relationship.

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 35 (35) 0
                Laboratory work Laboratory work 12  0
                Project Project 9  0
                Written exam Written test 8  0
                Other task type Other task type 6  0
        Examination Examination 65 (65) 0
                Written examination Written examination 65  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2008/2009 (M6208) Business and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 5 Choice-compulsory study plan
2007/2008 (M6208) Business and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 5 Choice-compulsory study plan
2006/2007 (M6208) Business and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 5 Compulsory study plan

Occurrence in special blocks

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