116-0308/02 – Marketing Management (MR)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year2Semesterwinter
Study languageCzech
Year of introduction1999/2000Year of cancellation2021/2022
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
FIC0020 Mgr. Slavomíra Ficeriová
VAL401 Ing. Jana Hodulová, Ph.D.
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

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.

Teaching methods

Lectures
Tutorials

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.

Compulsory literature:

DIBB, Sally et al. Marketing Concepts and Strategies. 9th ed. Mason: South-Western Cengage Learning, 2023. ISBN 978-1473778580. IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: South-Western Cengage Learning, 2022. 336. pp. ISBN 978-0357635087. MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917.

Recommended literature:

CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 4th ed. Harlow: Prentice Hall, 2019. 728 p. ISBN 978-1292291444. KOTLER, Philip a Kevin Lane KELLER. Framework for Marketing Management. 5th ed. New Yersey: Prentice Hall, 2012. 368 pp. ISBN 978-02-7375251-6.

Way of continuous check of knowledge in the course of semester

Individuální a týmové řešení případových studií, ústní prezentace týmového semestrálního projektu, zápočtový test, písemná zkouška – řešení případové studie.

E-learning

Other requirements

Module of Strategic management is the prerequisite.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

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

Conditions for subject completion

Full-time form (validity from: 2015/2016 Winter semester, validity until: 2021/2022 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 35  20
        Examination Examination 65  25 3
Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2020/2021 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2020/2021 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2019/2020 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2019/2020 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2019/2020 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2014/2015 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (N6208) Economics and Management (6208T037) Management P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T037) Management (00) Management P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T020) Business Economics P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T020) Business Economics (00) Business Economics P Czech Ostrava 2 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2008/2009 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2007/2008 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2006/2007 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2006/2007 (M6208) Business and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 5 Choice-compulsory study plan
2005/2006 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter
2015/2016 Winter
2014/2015 Winter
2013/2014 Winter
2009/2010 Winter