VŠTE:SA_NE_MAN Marketing management - Course Information
SA_NE_MAN Marketing management
Institute of Technology and Business in České Budějovicewinter 2023
- 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 - Timetable of Seminar Groups
- SA_NE_MAN/P01: Thu 11:25–12:55 N107, R. Dušek
- 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
- Business Administration (programme VŠTE, SN_PE)
- 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
Activities Number of Hours of Study Workload Daily Study Combined Study Preparation for Lectures 30 Preparation for the Final Test 22 Attendance on Lectures 26 Total: 78 0 - 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.
- 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.
- Enrolment Statistics (winter 2023, recent)
- Permalink: https://is.vstecb.cz/course/vste/winter2023/SA_NE_MAN