VSFS:N_MRP Marketing Company Management - Course Information

N_MRP Marketing Company Management

Extent and Intensity

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

Guaranteed by

doc. Ing. Naděžda Petrů, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková

Prerequisites

This subject 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 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. The phenomenon of the new millennium has become information and communication technology for enterprise marketing strategies. The Internet and digitalisation of communication determine and determine the "new economy", shorten the distance and time between businesses and customers, accelerate the competitive environment almost on-line. The second and decisive phenomenon for the unprecedented development of relationship marketing and marketing in general is global hypercompetition. Customers and industry markets are globalizing in all its aspects. Customer-oriented marketing is thus based on the perfect knowledge of competitors. 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. Learning outcomes of the course unit The aim of the 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 the three customer environment 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 B2B and B2C 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 to reach the target customer segment,
- use trendy communication tools to create an electronic presentation, an e-shop

Syllabus

• 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
• PETRŮ, Naděžda a Václav KUPEC. Marketingové řízení podniků - diskurs podnikové praxe: Prováděcí analýzy - případové studie - příklady a návody. 3. přepracované a doplněné v. Praha: Vysoká škola finanční a správní, a.s., 2021. s. 1-91. EDUCOpress. ISBN 97

recommended literature
• WESTWOOD John. Sestavte dobrý marketingový plán. Praha: Lingea. 2020. 176 s. ISBN 978-80-75086-24-2.
• TAHAL, Radek a kol. (2022) Marketingový výzkum. Praha: Grada Publishing, a.s. e-kniha
• KARLÍČEK, Miroslav a kol. (2023). Jak na marketingovou komunikaci? Praha: Grada Publishing, a.s. ISBN 978-80-271-5013-7
• VYSEKALOVÁ, Jitka a kol. 2023. Psychologie reklamy. Praha: Grada Publishing, a.s. ISBN 978-80-271-3654-4
• KNIHOVÁ, Ladislava. Nevyděláváte dost? Vzdělávejte zákazníky. Praha - Ladislava Knihová - education on-line. 2021. 76 s. ISBN 978-80-906753-2-2. D https://www.educationshop.cz/e-knihy-e-books/438-nevydelavate-dost-vzdelavejte-zakazniky-9788090675322.html
• KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205.

Teaching methods

Teaching in the daily form of study - Lectures will usually include a lecture part (theory, new knowledge including practical examples) and a practical part (case study).
The exercises will be focused practically on gaining knowledge using one's own judgments, they will be based on economic and critical thinking oriented to entrepreneurship, entrepreneurship, creativity, creativity, presentation and communication skills, an active approach to the world, an open approach 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. Case studies from scripts will be solved in teams.
Teaching in the combined form of study will take place in the form of guided consultation, where, in addition to a condensed presentation of the topic, prior self-study is also expected, so that subsequent consultation, exchange of opinions and experiences on the given topic is possible.

Assessment methods

The subject ends with a CREDIT and an EXAM.
Full-time study: The awarding of credit is tied to the fulfillment of the obligation of active attendance of min. 75% (i.e. not just mere presence, but active participation in the course of teaching, discussion, interaction, argumentation), but also an innovative approach to case study solution proposals.
EXAMINATION - ORAL: relevant discussion of the exam paper, which will be inserted into the IS, case studies solved during the course of the lesson in connection with the theoretical knowledge of the field of marketing.
The exam will only be possible after the credit has been awarded, which will be entered by the training teacher in the student's notebook.
Combined studies: The granting of credit is tied to the fulfillment of the obligation of active attendance in min. in the range of 50% on guided consultations (however, not just mere presence, but active participation in the course of teaching, discussion, interaction, argumentation).
Credit and exam see face-to-face form of teaching.
Late attendance will not be accepted for students during the lesson, and if a lesson, tutorial or consultation takes place via Microsoft Teams, the camera and microphone are expected to be turned on when the teacher calls.

Language of instruction

Czech

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.

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