116-0508/01 – Marketing Management (MME)

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 languageEnglish
Year of introduction2011/2012Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
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:

DONELLY, H. James and Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 p. ISBN 978-0-077558598. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575. KOTLER, Philip a Kevin Lane KELLER. Marketing Management. 14th ed. London: Pearson, 2011. 816 p. ISBN 978-0132102926.

Recommended literature:

BEST, J. Roger. Market – Based Management. 6th ed. New Jersey: Prentice Hall, 2012. 576 p. ISBN 978-01-3284816-9. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd ed. Harlow: Prentice Hall, 2010. 696 p. ISBN 978-0-273-70683-0. IACOBUCCI, Dawn. Marketing Management. 5th ed. Mason: Cengage Learning, 2018.

Way of continuous check of knowledge in the course of semester

Individual and team solution of case studies, oral presentation of team semester project, mid-term test, written exam - solving of case study.

E-learning

LMS Moodle

Další požadavky na studenta

Student should pass Strategic Management modules as 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: 2011/2012 Winter semester, validity until: 2017/2018 Winter 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  18
        Examination Examination 65  0
Mandatory attendence parzicipation: 70% on seminars

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2020/2021 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2020/2021 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2020/2021 (N0414A050001) Marketing and Business MG P Czech Ostrava 2 Compulsory study plan
2020/2021 (N0414A050002) Marketing and Business MG P English Ostrava 2 Compulsory study plan
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2016/2017 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P English Ostrava 2 Compulsory study plan
2015/2016 (N6202) Economic Policy and Administration (6202T010) Finance (01) Finance P English Ostrava 2 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2012/2013 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Incoming students - master study 2020/2021 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - master study 2019/2020 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - master study 2018/2019 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2017/2018 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2016/2017 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2015/2016 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2014/2015 Full-time Czech Choice-compulsory 163 - International Office stu. block
Incoming students 2013/2014 Full-time Czech Choice-compulsory 163 - International Office stu. block
Incoming Students 2012/2013 Full-time Czech Choice-compulsory 163 - International Office stu. block