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 graduateRequirementCompulsory
Year2Semesterwinter
Study languageEnglish
Year of introduction2011/2012Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
STR0522 Ing. Kristýna Stromská
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. KOTLER, Philip, KELLER Kevin Lane a CERNEV, Alexander. Marketing Management. 16th ed. London: Pearson, 2022. ISBN 978-0137344161. MARSHALL, Greg and Mark JOHNSTON. Marketing Management. 4th ed. New York: McGraw Hill, 2023. ISBN 978-1260381917.

Recommended literature:

FERELL, O. C., HARTLINE, Michael a HOCHSTEIN, Bryan. Marketing Strategy. 8th ed. Mason: South-Western Cengage Learning, 2022. ISBN 978-0357516300. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 4th ed. Harlow: Prentice Hall, 2019. 728 p. ISBN 978-1292291444. IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: South-Western Cengage Learning, 2022. 336. pp. ISBN 978-0357635087.

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

Other requirements

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: 2017/2018 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  18
        Examination Examination 65  25 3
Mandatory attendence participation: The minimum participation in the exercises is 50%.

Show history

Conditions for subject completion and attendance at the exercises within ISP: Students with an ISP are required to contact the practitioner leading the exercise for their study group at least by second week of semester. In order to meet the credit requirements, students must complete the assigned case study assignments and are required to take tests to verify ongoing knowledge. Individual work on the exercise may be partially (the extent will be determined by the instructor) replaced by independent work. The minimum participation in the exercises should be 50%.

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (N0414A050001) Marketing and Business MG P Czech Ostrava 2 Compulsory study plan
2024/2025 (N0414A050002) Marketing and Business MG P English Ostrava 2 Compulsory study plan
2023/2024 (N0414A050002) Marketing and Business MG P English Ostrava 2 Compulsory study plan
2023/2024 (N0414A050001) Marketing and Business MG P Czech Ostrava 2 Compulsory study plan
2022/2023 (N0414A050001) Marketing and Business MG P Czech Ostrava 2 Compulsory study plan
2022/2023 (N0414A050002) Marketing and Business MG P English Ostrava 2 Compulsory study plan
2021/2022 (N0414A050002) Marketing and Business MG P English Ostrava 2 Compulsory study plan
2021/2022 (N0414A050001) Marketing and Business MG P Czech Ostrava 2 Compulsory study plan
2021/2022 (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 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 - MS 2024/2025 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - MS 2023/2024 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - MS 2022/2023 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students- MS 2021/2022 Full-time English Choice-compulsory 163 - International Office stu. block
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

Assessment of instruction



2021/2022 Winter
2019/2020 Winter
2012/2013 Winter
2011/2012 Winter