N_MAN Marketing management

Institute of Technology and Business in České Budějovice
winter 2025
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
doc. Ing. Petra Pártlová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Petra Pártlová, Ph.D.
Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Marketing and Tourism – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Timetable of Seminar Groups
N_MAN/K01: Sat 4. 10. 14:50–16:20 B2, Sat 13. 12. 13:05–17:35 B2, R. Dušek
N_MAN/P01: Tue 14:50–16:20 B2, R. Dušek
Prerequisites
are not required
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives supported by learning outcomes
The course is focused on advanced methods of marketing management (methods of segmentation, marketing research, branding) and new approaches in online marketing and services marketing.
Learning outcomes
After successful completion of the course, the students:
- understand the term “marketing management“,
- have a command of marketing situational analysis,
- are able to use marketing research in specific cases,
- have a command of market segmentation,
- are able to analyse a product as a basic tool of marketing mix,
- are able to analyse business portfolio,
- are able to use suitable managerial tools for business management,
- understands online marketing strategies,
- is able to use findings from the marketing of services.
Syllabus
  • Lectures
  • 1. Introduction to marketing management.
  • 2. Strategic marketing management and marketing plan.
  • 3. Use of marketing management in creating business models.
  • 4. Specific kinds of marketing research.
  • 5. Consumer, organizations and final consumer buying behaviour
  • 6. Product and product portfolio management.
  • 7. Brand management.
  • 8. Positioning and brand value.
  • 9. Online marketing strategies.
  • 10. STP.
  • 11. Relationship marketing.
  • 12. Services marketing.
  • 13. Social responsibility and ethics in marketing, new trends in business.
Literature
    required literature
  • KARLÍČEK, M. et al., 2016. Marketingová komunikace: Jak komunikovat na našem trhu. 2., aktualiz. a dopl. vyd. Praha: Grada. ISBN 9788027190645.
  • KOTLER, P. a K. L. KELLER, 2013. Marketing management. 14. vyd. Praha: Grada. ISBN 978-80-247-4150-5.
    recommended literature
  • KELLER, K. L., 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Harlow: Pearson. ISBN 978-0-13-266425-7.
  • CHLEBOVSKÝ, V., 2017. Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Praha: Grada. ISBN 978-80-271-0559-5.
  • OSTERWALDER, A. a Y. PIGNEUR, 2012. Tvorba business modelů: příručka pro vizionáře, inovátory a všechny, co se nebojí výzev. Brno: BizBooks. ISBN 978-80-265-0025-4.
  • MACHKOVÁ, H., 2015. Mezinárodní marketing. Strategické trendy a příklady z praxe. 4. vyd. Praha: Grada. ISBN 978-80-247-5366-9.
  • WESTWOOD, J., 2016. How to Write a Marketing Plan. London: Kogan Page. ISBN 978-0-7494-7571-0.
Forms of Teaching
Lecture
Tutorial
Teaching Methods
Frontal Teaching
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures13 
Preparation for Seminars, Exercises, Tutorial 16
Preparation for the Final Test3853
Závěrečný test (in Czech)11
Attendance on Lectures26 
Attendance on Seminars/Exercises/Tutorial/Excursion 8
Total:7878
Assessment Methods and Assesment Rate
Test – final 100 %
Exam conditions
For successful completion of the course it is necessary to achieve at least 70 % of the course and final test together under the conditions specified below. In the final test, students can get up to 100 points, i.e. 70 %. Grading for the course, i.e. points for the final test (100 - 0): A 100 – 90, B 89.99 – 84, C 83.99 – 77, D 76.99 – 73, E 72.99 – 70, FX 69.99 – 30, F 29.99 – 0 Final test – 100 points (i.e. 100 %)
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught each semester.
Teacher's information
Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). Students with ISPs are obliged to contact the teacher of their seminar group immediately after the approval of their individual study plan; if the student does not do it within two weeks of approval, his ISP will not be taken into account.
  • Enrolment Statistics (recent)
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