116-0949/01 – Strategic Marketing Management (SMR)

Gurantor departmentDepartment of Marketing and BusinessCredits10
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelpostgraduateRequirementChoice-compulsory
YearSemesterwinter + summer
Study languageCzech
Year of introduction2006/2007Year of cancellation2012/2013
Intended for the facultiesEKFIntended for study typesDoctoral
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 28+0
Part-time Credit and Examination 28+0

Subject aims expressed by acquired skills and competences

1. To set up the situation analysis. 2. To identify the methods of market measurement. 3. To categorize the types of marketing strategies. 4. To explain the application of the marketing mix programs. 5. To characterize the marketing models.

Teaching methods

Lectures
Individual consultations

Summary

The subject is focused on understanding of strategic marketing management and setting strategic approaches. Using case studies, internal and external strategic analysis methods are applied. Attention is paid to the implementation of the strategy with its impact on the company's position on the market. At the end of the course, students should be able to apply appropriate concepts and analytical models, propose an appropriate strategic framework and think through the different parts of the strategy implementation.

Compulsory literature:

DONELLY, H. James a Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 pp. ISBN 978-0-077558598. HOLLENSEN, Svend. Marketing Management. A Relationship Approach. 2nd ed. Harlow: Prentice Hall, 2010. ISBN 978-0-273-70683-0. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575.

Recommended literature:

BEST, J. Roger. Market – Based Management. 6th edition. New Yersey: Prentice Hall, 2012. ISBN 978-01-3284816-9. GUILTINAN, P. J., G. W. PAUL a T. J. MADDEN. Marketing Management. Strategies and Programs. 4th ed. New York: Prentice Hall, 2005. ISBN 978-0-070490970. PELSMACKER, P. D., M. GEUENS a J. a van den BERG. Marketing Communications. A European perspective. 4th edition. Harlow: Prentice Hall, 2010. ISBN 978-0273721383.

Way of continuous check of knowledge in the course of semester

E-learning

Other requirements

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

Obsah marketingového řízení. Strategická marketingová analýza jako východisko marketingového plánu. Analytické metody. Analýza a měření trhu. Analýza subjektů trhu (zákazník, konkurence, maloobchod). Analýza ziskovosti a marketingové produktivity. Poslání společnosti, strategie společnosti a marketingové cíle. Marketingové strategie, jejich kvalifikace a vhodnost použití. Marketingové programy. Výrobkové programy. Cenové programy. Reklamní programy. Programy podpory prodeje. Prodejní a distribuční programy. Organizace marketingových činností. Marketingový plán, jeho implementace a kontrola. Marketingový audit. Marketingové modely.

Conditions for subject completion

Part-time form (validity from: 1960/1961 Summer semester, validity until: 2012/2013 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (145) 51
        Examination Examination 100  0
        Exercises evaluation Credit 45  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2012/2013 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2012/2013 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2011/2012 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2011/2012 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2010/2011 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2010/2011 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2009/2010 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2008/2009 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2007/2008 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner