116-0408/01 – 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 graduateRequirementCompulsory
Year2Semesterwinter
Study languageCzech
Year of introduction2013/2014Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
GRE04 Ing. David Grendysa, MBA
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Part-time Credit and Examination 6+6

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:

KOTLER, Philip a Kevin Lane KELLER. Marketing Management with MyMarketingLab. 14th ed. New Yersey: Prentice Hall, 2012. 0 pp. ISBN 978-02-7375502-9. KOTLER, Philip a Kevin Lane KELLER. Framework for Marketing Management. 5th ed. New Yersey: Prentice Hall, 2012. 368 pp. ISBN 978-02-7375251-6. SORGER Stephan. Marketing Planning. 1st ed. New Yersey: Prentice Hall, 2012. 352 pp. ISBN 978-01-3254470-2.

Recommended literature:

BEST, J. Roger. Market – Based Management. 6th edition. New Yersey: Prentice Hall, 2012. ISBN 978-01-3284816-9. DONELLY, H. James a Paul. J. PETER Marketing Management. Knowledge and Skills. 10th edition. London: McGraw Hill, 2010. ISBN 978-007-125983-5. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd edition. Harlow: Prentice Hall, 2010. ISBN 978-0-273-70683-0.

Way of continuous check of knowledge in the course of semester

Working out seminar work on chosen topic.

E-learning

Other requirements

Student work out seminar work on the demanded topic.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1.Content of marketing management.Marketer and his role 2.Internal analysis 3.Productivity and profitability analysis 4.External analysis 5.Customer analysis 6.Competitor analysis 7.Company strategy and goals.Marketing strategie and goals. 8.Product programs 9.Price programs 10. Advertising programs.Sales promotion programs 11. Distribution programs 12. Marketing plan and controlling

Conditions for subject completion

Part-time form (validity from: 2015/2016 Winter 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 30  20
        Examination Examination 70  30 3
Mandatory attendence participation: Participation in seminars min. 50 %.

Show history

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

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2023/2024 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Compulsory study plan
2022/2023 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Compulsory study plan
2021/2022 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Compulsory study plan
2020/2021 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2020/2021 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2020/2021 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Compulsory study plan
2019/2020 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2019/2020 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2019/2020 (N0413A050014) Economics and Management (S01) Business Administration K Czech Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T037) Management K Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T037) Management (02) Management K Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T020) Business Economics K Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T020) Business Economics (02) Business Economics K Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction



2021/2022 Winter
2020/2021 Winter
2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter
2015/2016 Winter