VSFS:NA_CMM Corporate Marketing Management - Course Information

NA_CMM Corporate Marketing Management

Extent and Intensity

2/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Andrej Mazán, MBA (seminar tutor)

Guaranteed by

Ing. Andrej Mazán, MBA
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.

Timetable of Seminar Groups

NA_CMM/pBMPH: Tue 15:45–16:29 S34, Tue 16:30–17:15 S34, except Tue 15. 3. ; and Mon 14. 3. 10:30–12:00 S23, A. Mazán

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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. Understand the importance of marketing strategy and customer focus on sustainable growth of a company; 2. Analyze environmental forces that impact marketing strategies domestically and internationally; 3. Critique marketing ethics on a global scale; 4. Appraise the role of information/CRM systems in customer segmentation and marketing decisions; 5. Understand changes of consumer and organizational buying behavior and evaluate methods of how to influence them; 6. Grasp the complexity of the product management; 7. Integrate use of value-adding-chains in developing marketing strategies; 8. Assess factors that contribute to a firm’s competitive advantage; 9. Develop a marketing plan to capitalize on a business opportunity and apply a marketing audit.

Syllabus

• The course covers the following main subjects: 1. Strategic Marketing Management 2. Environmental Forces - Changing Environment 3. Customer Relationship Management – using Information & Technology 4. Customer Segmentation, Evaluation and Positioning 5. Consumer and Business Buying Behavior 6. Developing and Managing products 7. Digital Marketing & Service Marketing 8. Marketing Channels and Supply Channel Management 9. Integrated Marketing Communications 10. Advertising, PR, Personal Selling, Sales Promotion 11. Pricing Concepts 12. Customer Experience

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

PS: (full time students) 2 hours per week (2/0). Lectures for present studies will be split into theoretical as well as practical part. Theoretical parts will be always explained on practical examples. 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 course is completed by the exam. The Total Grading will be based on attendance, the Individual project and individual oral Examination assessment. The minimum success rate is 50% out of 100%.

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: 10 hodin KS/semestr.

• Enrolment Statistics (Summer 2016, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/summer2016/NA_CMM