Marketing Management

Lecturer:

Tutor:

Supervisor:

Department of Management and Economics

Synopsis:

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:

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:

-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: