116-0949/03 – 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 type B
YearSemesterwinter + summer
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesDoctoral
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Examination 28+0
Part-time 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

Written work and oral exam.

E-learning

Other requirements

Students should pass exam from Business Administration and Management.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Internal analysis. ABC Analysis. Analysis portfolio. Frequency and custom marketing. 2. Profitability analysis and marketing productivity. Cover contribution analysis. Model A. D. Little. 3. Market analysis and measurement. Market segmentation. Cluster analysis. Methods of calculating absolute and relative market potential. Purchasing Power Index. Geodemographic Analysis PRIZM. 4. Competition analysis. Porter's analysis of competitive forces. Positional maps. Sources of competitive advantage. 5. Customer analysis. Black box model. Sequence model. Conversion model. Customer satisfaction measurement. Satisfaction pyramid method. Method of perceived differences. 6. Retail analysis. Quantitative analysis of retail. Distribution intensity measurement. Qualitative analysis of retail. Shopscore audit. 7. Marketing strategies, their qualifications and suitability for use. Offensive and defensive strategies. 8. Marketing audit. 9. Marketing models. Product life cycel. Adoption curve. Price models. Communication models.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Examination Examination   3
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2023/2024 (P0413D050001) Economy and Management P Czech Ostrava Choice-compulsory type B study plan
2023/2024 (P0413D050001) Economy and Management K Czech Ostrava Choice-compulsory type B study plan
2022/2023 (P0413D050001) Economy and Management P Czech Ostrava Choice-compulsory type B study plan
2022/2023 (P0413D050001) Economy and Management K Czech Ostrava Choice-compulsory type B study plan
2021/2022 (P0413D050001) Economy and Management P Czech Ostrava Choice-compulsory type B study plan
2021/2022 (P0413D050001) Economy and Management K Czech Ostrava Choice-compulsory type B study plan
2020/2021 (P0413D050001) Economy and Management P Czech Ostrava Choice-compulsory type B study plan
2020/2021 (P0413D050001) Economy and Management K Czech Ostrava Choice-compulsory type B study plan
2019/2020 (P0413D050001) Economy and Management P Czech Ostrava Choice-compulsory type B study plan
2019/2020 (P0413D050001) Economy and Management K Czech Ostrava Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner

Assessment of instruction

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