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)
doc. PhDr. František Pollák, PhD. (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
Timetable of Seminar Groups
NE_MAN/NE6: Sun 3. 11. 9:40–11:10 B3, 11:25–12:55 B3, Sun 10. 11. 13:05–14:35 B3, 14:50–16:20 B3, R. Dušek
NE_MAN/P01: Thu 11:25–12:55 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.
  • KOZEL, R., L. MYNÁŘOVÁ a H. SVOBODOVÁ, 2011. Moderní metody a techniky marketingového výzkumu. Praha: Grada. ISBN 978-80-247-3527- 6.
    recommended literature
  • ARMSTRONG, M. a S. TAYLOR, 2015. Řízení lidských zdrojů: moderní pojetí a postupy. 13. vyd. Praha: Grada Publishing. ISBN 978-80-247-5258- 7.
  • BLAŽKOVÁ, M., 2007. Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada. ISBN 978-80-247-1535-3.
  • BOUČKOVÁ J., et al., 2007. Základy marketingu. Praha: Oeconomica. ISBN 978-80-245-1169-6.
  • DEDOUCHOVÁ, M., 2011. Strategie podniku. Praha: C. H. Beck. ISBN 80-7179-603-4.
  • HANZELKOVÁ, A. et al., 2009. Strategický marketing. Teorie pro praxi. Praha: C. H. Beck. ISBN 978-80-7400-120-8.
  • HESKOVÁ, M. et a., 2005. Marketingová komunikace a přímý marketing. Jindřichův Hradec: Oeconomica. ISBN 80-245-0995-4.
  • HOMMEROVÁ, D., 2012. CRM v podnikových procesech. Praha: Grada. ISBN 978-80-247-4388-2.
  • CHLEBOVSKÝ, V., 2017. Management zákaznických řešení: jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Praha: Grada. ISBN 978-80-271-0559-5.
  • JAKUBÍKOVÁ, D., 2008. Strategický marketing. Strategie a trendy. Praha: Grada. ISBN 978-80-247-2690-8.
  • JAKUBÍKOVÁ, D., 2012. Marketing v cestovním ruchu Jak uspět v domácí i světové konkurenci - 2. aktualizované a rozšířené vydání. Praha: Grada. ISBN 978-80-247-4209-0.
  • KELLER, K. L., 2007. Strategické řízení značky. Praha: Grada. ISBN 978- 80-247-1481-3.
  • KELLER, K. L., 2013. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Harlow: Pearson. ISBN 978-0-13-266425-7.
  • KOTLER, P. a G. ARMSTRONG, 2007. Marketing. Praha: Grada Publishing, a.s. ISBN 80-247-0513-3.
  • KOTLER, P. a K. L. KELLER, 2007. Marketing management. Praha: Grada. ISBN 978-80-247-1359-5.
  • KOTLER, P. et al. 2007. Moderní marketing. Praha: Grada. ISBN 978-80- 247-1545-2.
  • LOŠŤÁKOVÁ, H. et al., 2009. Diferencované řízení vztahů se zákazníky. Praha: Grada. ISBN 978-80-247-3155-1.
  • MACHKOVÁ, H., 2015. Mezinárodní marketing. Strategické trendy a příklady z praxe. 4. vyd. Praha: Grada. ISBN 978-80-247-5366-9.
  • MULAČOVÁ, V. et al., 2013. Obchodní podnikání ve 21. století. Praha: Grada. ISBN 978-80247-4780-4.
  • 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.
  • PELSMACKER, P. et al., 2009. Marketingová komunikace. Praha: Grada. ISBN 80-247-0254-1.
  • PÍCHA, K., 2012. Společenská odpovědnost podniku v aktuálních trendech a souvislostech. Praha: Alfa Nakladatelství. Ekonomie studium. ISBN 978- 80-87197-55-4.
  • SVĚTLÍK, J., 2005 Marketing - cesta k trhu. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk. ISBN 80-86898-48-2.
  • ŠTENSOVÁ A., 2013. Značky regionálnych produktov na Slovensku v kontexte rozvoja regiónu. DETURROPE. In: Central European Journal of Regional Development and Tourism. 5(2), 37-59. ISSN 1821-2506.
  • 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.
The course is also listed under the following terms winter 2019, winter 2020, winter 2021, winter 2022, winter 2023.
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