116-0949/02 – 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 introduction2013/2014Year of cancellation
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 Examination 28+0
Combined 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

Další požadavky na studenta

Student should pass the exam from module Business Administration and Management.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

Content of marketing management. Strategic Marketing analysis as base for marketing plan. Analytical methods. Internal analysis. Productivity and profitability analysis. External analysis. Customer analysis. Competitor analysis. Retailer analysis. Company strategy and goals. Marketing strategies and goals. Product programs. Price programs. Advertising programs. Sales promotion programs. Distribution programs. Organization of marketing activities. Marketing plan, its implementation and controlling. Marketing audit. Marketing models.

Conditions for subject completion

Combined form (validity from: 2013/2014 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Examination Examination  
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2019/2020 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2018/2019 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2018/2019 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2017/2018 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2017/2018 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2016/2017 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2016/2017 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2015/2016 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2015/2016 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2014/2015 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2014/2015 (P6208) Economics and Management (6208V086) Business Economics and Management K Czech Ostrava Choice-compulsory study plan
2013/2014 (P6208) Economics and Management (6208V086) Business Economics and Management P Czech Ostrava Choice-compulsory study plan
2013/2014 (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