NA_CMM Corporate Marketing Management

University of Finance and Administration
Summer 2013
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mitchell R Young (seminar tutor)
Ing. Miloš Krejčí (assistant)
Guaranteed by
Mitchell R Young
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Mgr. Dina Riegerová
Timetable of Seminar Groups
NA_CMM/pBMPH: each even Tuesday 15:45–16:29 S13, each even Tuesday 16:30–17:15 S13, each even Tuesday 17:30–18:14 S13, each even Tuesday 18:15–19:00 S13, M. Young
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
In this course, students will review various applications of marketing concepts based on an organization’s finite resources and continuously changing domestic and global environments. Focusing on customer relationship management, students will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and marketing on the Internet.

Upon the successful completion of this course, students will be able to:
1. Analyze environmental forces that impact marketing strategies domestically and internationally;
2. Critique marketing ethics on a global scale;
3. Appraise the role of information systems in marketing decision making;
4. Integrate use of value-adding-chains in developing marketing strategies;
5. Evaluate methods of influencing consumer and organizational buying behavior;
6. Assess factors that contribute to a firm’s competitive advantage;
7. Develop a marketing plan to capitalize on a business opportunity and apply a marketing audit.
Syllabus (in Czech)
  • 1. Strategic marketing;
  • 2. Environmental forces;
  • 3. Consumer behavior;
  • 4. Ethics in marketing;
  • 5. Global marketing;
  • 6. E-marketing;
  • 7. Marketing research;
  • 8. Target marketing;
  • 9. Product development and management;
  • 10. Marketing channels;
  • 11. Integrated marketing communications;
  • 12. Pricing strategies.
Literature
    required literature
  • PRIDE, William M a O FERRELL. Marketing. 14th ed. Boston: Houghton Mifflin Co., 2008, 1 v. (various pagings). ISBN 06-187-9970-2.
    recommended literature
  • KOTLER, Philip. Marketing management. New York: Pearson/Prentice Hall, 2009, xxxviii, 889 p. ISBN 978-027-3718-567.
    not specified
  • 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.
Teaching methods (in Czech)
PS: (full time students) 2 hours per week (2/0); KS: (part time students) 5 seminars (90 min each). Lectures for present studies will be split into theoretical as well as practical part.
Theoretical parts will be always explained on practical examples. Even more interactive form of study is applied in KS (part time study).
Students in full time study program should attend 75% of seminars as a minimum. Students in part time study program should attend 50% of seminars as a minimum.
Assessment methods
The subject is completed by exam. Grading will be based on an individual oral examination.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: a0.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms summer 2012, Winter 2012, Winter 2013, Summer 2014, Winter 2014, Summer 2015, Winter 2015, Summer 2016, Winter 2016, Summer 2017, Winter 2017, Summer 2018, Winter 2018, Summer 2019, Winter 2019, Summer 2020, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.
  • Enrolment Statistics (Summer 2013, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2013/NA_CMM