NA_CMM Corporate Marketing Management

Vysoká škola finanční a správní
zima 2013
Rozsah
2/0. 10 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučující
Dipl. Ing. Heinrich Homola (cvičící)
Garance
Ciaran Seamus Kelly
Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
NA_CMM/pMCPH: každý sudý čtvrtek 12:15–12:59 S35, každý sudý čtvrtek 13:00–13:45 S35, každý sudý čtvrtek 14:00–14:44 S35, každý sudý čtvrtek 14:45–15:30 S35, H. Homola
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Osnova
  • 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.
Literatura
    povinná literatura
  • PRIDE, William M a O FERRELL. Marketing. 14th ed. Boston: Houghton Mifflin Co., 2008, 1 v. (various pagings). ISBN 06-187-9970-2.
    doporučená literatura
  • KOTLER, Philip. Marketing management. New York: Pearson/Prentice Hall, 2009, xxxviii, 889 p. ISBN 978-027-3718-567.
    neurčeno
  • 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.
Výukové metody
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.
Metody hodnocení
The subject is completed by exam. Grading will be based on an individual oral examination.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
a0.
Předmět je zařazen také v obdobích léto 2012, zima 2012, léto 2013, léto 2014, zima 2014, léto 2015, zima 2015, léto 2016, zima 2016, léto 2017, zima 2017, léto 2018, zima 2018, léto 2019, zima 2019, léto 2020, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.