SA_NE_MAN Marketing management

Institute of Technology and Business in České Budějovice
winter 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radim Dušek, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Petra Pártlová, Ph.D.
Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
Supplier department: Department of Tourism and Marketing – Faculty of Corporate Strategy – Rector – Institute of Technology and Business in České Budějovice
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
  • KOTLER, P. a K. L. KELLER, 2015. Marketing management. 15th edit. Pearson. ISBN 0133856461.
  • KOTLER, P. a G. ARMSTRONG, 2017. Principles of Marketing. 17th edit. Pearson. ISBN 013449251X.
    recommended literature
  • LUPKIN, J. a B. CARTER, 2014. Network Marketing For Facebook: Proven Social Media Techniques For Direct Sales & MLM, Success. CreateSpace Independent Publishing Platform. ISBN 150232816X.
  • KOTLER, P., H. KARTAJAYA a I. SETIAWAN, 2016. Marketing 4.0: Moving from Traditional to Digital. Wiley. ISBN 1119341205.
Forms of Teaching
Lecture
Teaching Methods
Frontal Teaching
Student Workload
ActivitiesNumber of Hours of Study Workload
Daily StudyCombined Study
Preparation for Lectures30 
Preparation for the Final Test22 
Attendance on Lectures26 
Total:780
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 annually.
The course is taught: every week.
Teacher's information
Attendance in lessons is defined in a separate internal standard of ITB (Evidence of attendance of students at ITB). It is compulsory, except of the lectures, for full-time students to attend 70 % lesson of the subjet in a semester.
The course is also listed under the following terms winter 2022, winter 2023.
  • Enrolment Statistics (winter 2024, recent)
  • Permalink: https://is.vstecb.cz/course/vste/winter2024/SA_NE_MAN