Marketing Management

Lecturer:

Petr Žemlička (gar.)

Tutor:

Petr Žemlička (gar.), Vladimír Brdek

Supervisor:

Department of Management and Economics

Synopsis:

Marketing is a systematic process of planning and implementing marketing activities for the target markets. Students will know that it is possible to sell not only products, but also ideas, events, places, organizations or services. The marketing processes begins with analysing the market dynamics and identifying opportunities and conflict with existing or latent needs. This includes market segmentation and selection of segments that an organization can meet. This also includes the formulation of a broad strategy and its refinement into the marketing mix and plan of events.

Internet becomes the most important communication medium. There is growing significance of social networks and applications that can be used in communication with customers. Internet marketing can serve as very dynamically growing tool providing unthinkable possibilities in traditional marketing.

Requirements:

Requirements for course credit: Attendance, active participation, final test, presentation.

Test of knowledge from the following headings:

1.The practical importance of marketing. Marketing mix.

2.Marketing plan. Budget marketing plan. Marketing plan for SMEs. Measurements of success.

3.Analysis of the competition. Analysis of customers. Procedures, methods, goals.

4.Marketing research. Objectives, methods, data sources. In the interview. Budget.

5.Marketing in a permanent political campaign. Advantages, disadvantages and consequences.

6.Segmentation. Positioning.

7.Internet marketing. E-commerce. Electronic commerce. Developments in the world and for us.

8.Characteristics and importance of person in internet marketing. Features. Cluster analysis. Commercial model.

9.Search Engine Marketing (SEM).

10.Web 2.0. Commercial model of selected site. Marketing aspect of Web 2.0.

11.Community in the field of internet marketing. How to create, maintain and use.

Syllabus of lectures:

Effective advertising campaign as part of the marketing mix, marketing plan and its specifics for SMEs, Internet - marketing tool of today, effective marketing, market research, marketing strategy of differentiation.

1.Specifications of the marketing plan for SMEs. Introduction.

2.Specifications of the marketing plan for SMEs. Content examples. Advertising campaign as part of a marketing plan. Content, structure, evidence, evaluation of effectiveness.

3.Marketing research and its importance.

4.Methods of marketing research, qualitative and quantitative. Working with data and models.

5.Building an advertising campaign for SMEs, corporate.

6.Marketing strategy differences.

7.Product differentiation as a competitive advantage, theoretical approaches and tools.

8.Specifics of Internet marketing, history, future.

9.Web site as a marketing tool.

10.Preparation internet projects, commercial model. Optimizing Web, personas.

11.Specifications of political marketing. Permanent Campaign

12.The presentation.

13.The presentation.

Syllabus of tutorials:

1.Building a marketing plan.

2.Budget for marketing plan.

3.Draft of marketing research, goals, methods, preparation of the questionnaire.

4.The survey, evaluation, analysis of the data.

5.Proposal method of product differentiation from competitors.

6.Segmentation, positioning.

7.Preparation of the internet project. Budgeting.

8.Draft of project web site, bringing traffic, profit.

9.Draft of advertising campaigns for multinational companies.

10.Draft of advertising campaign for SMEs.

11.Proposal for a political campaign.

12.The presentation

13.The presentation

Study Objective:

Marketing is a systematic process of planning and implementing marketing activities for the target markets. Students will know that it is possible to sell not only products, but also ideas, events, places, organizations or services. The marketing processes begins with analysing the market dynamics and identifying opportunities and conflict with existing or latent needs. This includes market segmentation and selection of segments that an organization can meet. This also includes the formulation of a broad strategy and its refinement into the marketing mix and plan of events.

Study materials:

Dolanský, V.: Marketing, Publishing Czech Technical University in Prague, Prague 2005

Kotler, P.: Marketing Management, Grada Publishing, Prague 2001

Kotler, P.: Armstrong, G.: Principles of Marketing, Prentice Hall, London 2003

Tomek, G., Vávrová, V.: Conflicts of marketing, CH BECK, Prague 2004

Kim, W. Ch., Mauborgne, R: Blue Ocean Strategy, Managementpress, Prague 2008

Note:

Time-table for winter semester 2011/2012:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon	roomHO:A-270 Žemlička P. 14:15–15:45 (lecture parallel1) Horská ulice Poc.ucebna 222roomHO:A-270 Žemlička P. 16:00–17:30 (lecture parallel1 parallel nr.101) Horská ulice Poc.ucebna 222
Tue
Fri
Thu
Fri

Time-table for summer semester 2011/2012:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue	roomKN:B-130 Žemlička P. 10:45–12:15 (lecture parallel1) Karlovo nám. Učebna KN:B-130
Fri
Thu	roomKN:B-129 Žemlička P. 10:45–12:15 (lecture parallel1 parallel nr.101) Karlovo nám. Poslucharna KB129 (B14)
Fri

The course is a part of the following study plans: