Marketing Management
Code | Completion | Credits | Range |
---|---|---|---|
W38O006 | ZK | 60 |
- Lecturer:
- Tutor:
- Supervisor:
- Department of Management and Economics
- Synopsis:
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The study focuses on the major decisions that marketing managers and top management in their efforts to harmonize the organization´s objectives, capabilities, and resources with marketplace needs and opportunities. Also presents conceptual tools and frameworks for analyzing recurrent problems in marketing management. Examples illustrate effective marketing principles, strategies, and prac-tices.
- Requirements:
- Syllabus of lectures:
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Marketing concept of management. Market-ing management and marketing process. Marketing intelligence system. External en-vironment analysis. Internal environment analysis. Strength and weakness analysis. Opportunity and threat analysis. Estimating current and future demand. Developing mar-keting objectives. Developing marketing strategies. Planning marketing programs. Managing the marketing effort.
- Syllabus of tutorials:
- Study Objective:
- Study materials:
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-Dolanský V.: Marketing, Vydavatelství ČVUT v Praze, 2005
-Donelly, Gibson, Ivancevich: Manage-ment, Grada Publishing, Praha 1997
-Kotler P.: Marketing Management, Grada Publishing, Praha 2001
-Pallmer S., Weaver M.: Úloha informací v manažerském rozhodování, Grada Pub-lishing, Praha 2000
-Tomek G., Vávrová V.: Střety marketin-gu, C.H.BECK, Praha 2004
-Kotler P., Keller L.: Marketing Manage-ment, Prentice Hall, New Jersey 2006
- Note:
- Time-table for winter semester 2011/2012:
- Time-table is not available yet
- Time-table for summer semester 2011/2012:
- Time-table is not available yet
- The course is a part of the following study plans: