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 course focuses on understanding strategic marketing management and developing strategic approaches. Upon completion of the course, students should be able to apply appropriate theoretical concepts and analytical models in the creation of publication outputs.

Compulsory literature:

HOLLENSEN, Svend. Marketing Management: A Relationship Approach, 4th ed. London: Pearson, 2019. 728 s. ISBN 9781292301402. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 s. ISBN 978-981-4768575. IACOBUCCI, Dawn. Marketing Management. 6th ed. Mason: Cengage Learning, 2022. 352 s. ISBN 978-0-357-63508-7.

Recommended literature:

DE PELSMACKER, P., M. GEUENS a J. VAN DEN BERGH. Marketing Communications: A European Perspective. 7th ed. New Jersey: Pearson Education, 2021. 592 s. ISBN 978-1-292327891. DONELLY, H. James a Paul J. PETER. A Preface to Marketing Management. 15th ed. London: McGraw Hill, 2018. 290 s. ISBN 978-1260287257. FERELL, O. C., M. HARTLINE a B. W. HOCHSTEIN. Marketing Strategy. 8th ed. Mason: Cengage Learning, 2022. 576 s. ISBN 978-0-357-51630-0.

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

Full-time form (validity from: 1960/1961 Summer semester, validity until: 2011/2012 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)		Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (145) 51 3
        Examination Examination 100  0 3
        Exercises evaluation Credit 45  0 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
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

Assessment of instruction

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