VSFS:NA_CMM Corporate Marketing Management - Course Information

NA_CMM Corporate Marketing Management

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Guaranteed by

Kristina Lenkova, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková

Prerequisites

This subject has focus on basic marketing activities. It gives a guide book for any manager´s decision process based on marketing results. It requires a basic awareness of the importance of communication for the customer's address, which the students gained in the course of the subject of Structure of Marketing Communication. Awareness of marketing activities obtained in Business Management. Awareness of the relationship and continuity of business and marketing activities.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

In the history and development of business and marketing, it has always been to address business and customer relationships with economic conditions and communication technologies that have unambiguously defined marketing processes and processes. These conditions build value producers (manufacturers, businesses, organizations) before their crucial activity - producing what people objectively need, what they want, what they expect. This fact also applies to the contrary - the needs, demands and expectations of people depend on the environment, economic strength, technology development, economic maturity, logistics, regional habits.

Management marketing processes tell what to do to obtain competition advantage or where to move business for better profit.
The phenomenon of the new millennium has become information and communication technology for enterprise marketing strategies. The Internet and digitalization of communication determine and determine the "new economy", shorten the distance and time between businesses and customers, accelerate the competitive environment almost on-line, and the most of them this process is global.
The second and decisive phenomenon for the unprecedented development of relationship marketing and marketing in general is global hyper competition. Customers and industry markets are globalizing in all its aspects. Customer-oriented marketing is thus based on the perfect knowledge of competitors and markets.
These and, of course, other circumstances have shifted considerably from the point of view of corporate governance into business and process understanding.

Strategic marketing management now plays a critical role in creating business strategies (product, price, distribution and communication), co-organizing organizational structures and managing processes. Business marketing is becoming an increasingly challenging discipline, and for the success of the company, it will have to deal not only with marketing, sales and communication departments, but all management and awareness must also be available to all employees. This fact should be helped by the study of Business Management.

The aim of this subject is to teach students methods, techniques and marketing processes as a basic business value-making process, which makes the modern marketing management of the company happening. There will be links between classical marketing knowledge and management business processes and business policy. An excursion into the basic methods and trends of marketing communication as part of business policy will be included. The entire teaching will be based on the concept of product as a cycle of values for customers, satisfying their objective needs with subjective wishes and expectations, including modern and efficient methods of segmentation of markets (B2B and B2C) and customers, which is the essence of business success. An integral part of the training will be also analysis of markets and situational analysis of the company, marketing trends in individual branches, basics of controlling and projects of marketing (communication) campaigns.

Learning outcomes

Upon completion of this course the student will have the following professional knowledge and skills. He will be able to:
-describe the developmental phases of marketing concepts reflecting the relationship between supply and demand, market developments and impacts of industrial revolutions, including the current concept of sustainable development, CRM,
-professionally evaluate the marketing business environment through marketing research and analyzes of three the customer´s environments in a broader context, and based on knowledge of psychology, sociology and other social sciences so that he can professionally manage the corporate positions of modern marketing and marketing communications,
- explain the concept of segmentation, targeting, positioning and evaluating the customer portfolio on the markets,
- compare the various marketing mix tools, marketing strategies (product price, distribution, communication, innovation, etc.) to tailor the specific PPO of a particular customer segment,
- structurally plan the communication campaign, including the basic budgetary frameworks in relation to the individual media, propose a method of measurement and evaluation of its effectiveness,
- use the Internet and its suitable tools to reach the target customer segment,
- use trendy communication tools to create an electronic presentation, and e-shop.

Syllabus

• The course covers the following main subjects:
• 1. Marketing and its place in the corporate hierarchy, the importance of marketing for business management, marketing management as the main value-creating process
• 2. Marketing situation analysis of the company's position in the industry and in the competition, its importance for the company's marketing management
• 3. Marketing research and the importance of its outputs for the formulation of business goals
• 4. Customer in the B2B, B2C, STP market and its importance for the company's marketing management
• 5. Marketing mixes as a tool of marketing management, typology of mixes, product mix, brand as a customer bond, product innovation as a tool of marketing management
• 6. Price and distribution mix, distribution through e-shops
• 7. Marketing communication as a tool of marketing management of the company - I. part of the trend tool of internal communication of the company
• 8. Communication mix as a tool of business marketing management - II. part of the tool of trend external communication of the company. Creation of a communication campaign, evaluation of metrics of its effectiveness
• 9. Media mix, knowledge of media landscape and media typology for effective investments in marketing communication
• 10. Marketing planning
• 11. Possibilities of Internet and network media in modern marketing
• 12. Technological trends and possibilities of their use in marketing management of a company (Company 4.0, virtual reality, etc.)

Literature

required literature
• KOTLER, Philip, KARTAJAYA, Hermawan and Iwan SETIAWAN. MARKETING 4.0: Moving from Traditional to Digital. 1st edition, John Wiley & Sons. 2017. 208 p. ISBN 978-1119341208
• PRIDE, William M. a O. C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning. 2016. 687 p. ISBN 978-1-285-85834-0.

recommended literature
• SCOTT, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Sixth edition. Hoboken, New Jersey : John Wiley & Sons, Inc, 2017. 426
• LAMB, Charles W, Joseph F HAIR a Carl D MCDANIEL. Marketing. 12th ed. Mason, OH: South-Western/Cengage Learning, c2013, 1 v. (various pagings). ISBN 11-118-2164-X.
• BURGESS, Cheryl et al. The New Marketing. SAGE Publications Ltd. 2020. 288 p. ISBN 978-15-264-9010-0.
• PRIDE, William M., FERRELL, O.C., Marketing 2016. 18th ed., Cengage Learning, 2015, 832 p., ISBN: 9781285858340.
• STEENKAMP, Jan Benedict. Global brand strategy: world-wise marketing in the age of branding. 1st ed. London: Palgrave Macmillan. 2017. 319 p. ISBN 978-1-349-94994-6.
• KOTLER, Philip and Kevin Lane KELLER. Marketing management. 14th ed. New York: Pearson Education. 2014, 832 p. ISBN 9780133856460.

not specified
• RISHI, Bikramjt & Subir BANDYOPADHYAY. Contemporary Issues in Social Media Marketing. Abingdon: Taylor & Francis Group. 2017. 224 p. ISBN 978-13-171-9398-2.

Teaching methods

Full-time teaching - Lectures will usually include a lecture part (theory, new knowledge, including practical examples) and a practical part (case study). At the end of the lecture, students will be given a task for the following lessons .
Exercises will be focused on gaining knowledge through their own judgments, will be based on economic and critical thinking focused on entrepreneurship, creativity, ability to present and communicate, active approach to the world, open access to new forms and tools of marketing, marketing communication. Emphasis will be placed on exact thinking based on verified qualitative and quantitative data, on the ability to work with information, with trendy information and presentation systems. Marketing activities will be presented on a scientific basis as a sequence of interconnected projects and processes.

Assessment methods

For receiving a Credit there is necessary attendance higher as 75%; with respect to active participation during lessons, discussing, and fulfilling task of Home Works (which will be loaded in IS – Homework Vaults).
A Credit: Basic requirement for receiving it is to create the Credit Work by given requirements.
An Examination: Examination will be verbal with focus on: Chosen theoretical question from the subject, defending presented Credit work from the previous marketing point of view, and relevant complementary questions.

Crucial condition for examination is obtaining valid Credit, that will be given by teacher after fulfilling requirements given above.

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 16 hodin KS/semestr.

Teacher's information

https://is.vsfs.cz/auth/el/6410/zima2017/NA_CMM/Study_guide_Corporate_Marketing_Management.qwarp?prejit=536242
Consultation hours / Contact to the lecturer:

Please use primarily email communication to contact me at 38181@mail.vsfs.cz or meet me after the class to discuss your questions.

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