VSFS:N_MRP Marketing Company Management - Course Information

N_MRP Marketing Company Management

Extent and Intensity

2/1. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
PhDr. Ing. Václav Kupec, Ph.D. (seminar tutor)
doc. Ing. Naděžda Petrů, Ph.D. (seminar tutor)

Guaranteed by

doc. Ing. Milan Kašík, CSc.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Ing. Edita Jerie, DiS.

Timetable of Seminar Groups

N_MRP/cMMO: each odd Monday 12:15–12:59 M14, each odd Monday 13:00–13:45 M14, N. Petrů
N_MRP/cM1PH: each odd Tuesday 8:45–9:29 S32, each odd Tuesday 9:30–10:15 S32, N. Petrů
N_MRP/cM2PH: each odd Tuesday 10:30–11:14 S32, each odd Tuesday 11:15–12:00 S32, N. Petrů
N_MRP/cRMO: each even Monday 15:45–16:29 M14, each even Monday 16:30–17:15 M14, N. Petrů
N_MRP/cR1PH: each odd Tuesday 14:00–14:44 S23, each odd Tuesday 14:45–15:30 S23, except Tue 15. 12. ; and Tue 1. 12. 12:15–13:45 S23, V. Kupec
N_MRP/cR2PH: each odd Tuesday 12:15–12:59 S32, each odd Tuesday 13:00–13:45 S32, N. Petrů
N_MRP/pMPH: Thu 10:30–11:14 S01, Thu 11:15–12:00 S01, except Thu 12. 11. ; and Thu 19. 11. 14:00–15:30 S32, M. Kašík
N_MRP/pMRMO: Mon 14:00–14:44 M14, Mon 14:45–15:30 M14, N. Petrů
N_MRP/pRPH: Thu 8:45–9:29 S01, Thu 9:30–10:15 S01, except Thu 12. 11. ; and Thu 5. 11. 8:00–8:44 S01, Thu 19. 11. 8:00–8:44 S01, M. Kašík
N_MRP/uMPH: Tue 13. 10. 14:00–15:30 S24, 15:45–17:15 S24, Tue 27. 10. 14:00–15:30 S24, Tue 1. 12. 14:00–15:30 S36, 15:45–17:15 S36, M. Kašík
N_MRP/uRPH: Tue 29. 9. 14:00–15:30 S23, 15:45–17:15 S23, Tue 13. 10. 14:00–15:30 S23, 15:45–17:15 S23, Tue 27. 10. 15:45–17:15 S23, N. Petrů
N_MRP/vMKL: Fri 23. 10. 13:45–15:15 K311, 15:30–17:00 K311, Fri 6. 11. 13:45–15:15 K311, 15:30–17:00 K311, Fri 27. 11. 13:45–15:15 K311, N. Petrů
N_MRP/vMPH: Fri 30. 10. 15:30–17:00 S23, Fri 13. 11. 15:30–17:00 S32, 17:15–18:45 S32, Fri 11. 12. 15:30–17:00 S32, 17:15–18:45 S32, K. Havlíček
N_MRP/vRMO: Fri 2. 10. 12:00–13:30 M27, 13:45–15:15 M27, Fri 16. 10. 12:00–13:30 M27, 13:45–15:15 M27, Fri 13. 11. 12:00–13:30 M27, N. Petrů
N_MRP/vRPH: Sat 31. 10. 9:45–11:15 S23, 11:30–13:00 S23, Sat 14. 11. 11:30–13:00 S23, 14:00–15:30 S23, Sat 28. 11. 11:30–13:00 S23, N. Petrů

Prerequisites

There are no prerequisites for this course.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

In the follow-up master’s studies, the aim is to understand modern marketing as a business process where profit is generated by identifying customers’ wants, needs and wishes, to extend theoretical approaches to marketing and customer relationship management, to apply the basic terms and specify the philosophy of relationship marketing, to show the specific position of these activities in corporate management and business as such. As a part of the graduates will undoubtedly hold the relevant positions in the marketing departments or external relations departments, etc. a further aim is to undertake a qualified excursion into the issues of contemporary relationship marketing, to show in two lectures the bases of relationship management (creation, building and ending of a relationship), to lay emphasis on the understanding and typology of the customer, the methods of building customer relationships, to explain various environmental and competitive analyses. The next aim is to master the issues of marketing communications and its individual tools; to define the characteristics of segmentation and customer typology, to point out the importance of marketing information management and marketing planning; to present the particularities of marketing in foreign trade and the importance of receivables management. As a bonus, it’s possible to show the creation of a media mix as the costliest part of the marketing budget.
The subject’s graduates will upon completion be able:
to describe the development stages of marketing concepts including the topical concept of social marketing, CRM, to explain the term segmentation, to name the marketing mix tools, to analyse a market, to draw up a qualified marketing plan, to plan a communications campaign including the basic budget framework, to apply the information and knowledge in the environment of corporate marketing management.
The graduates’ competencies and skills:
- a correct professional evaluation of corporate marketing needs, the grasp and development of the theme
- a professional evaluation of corporate marketing environment through analyses in a wider context, as well as the knowledge of psychology, sociology and other social sciences which should enable the graduates to handle corporate positions in modern marketing and marketing communications in a qualified and knowledgeable way
- to embrace the particular scope of duties in a knowledgeable way – to take up a position in the company/organization structure in connection with the assigned position and its aim.

Syllabus

• The subject is divided into four thematically and practically interconnected parts. These parts are further divided into 12 thematic units.
• Part A: The influence of new economy on globalization and hypercompetition (transactional marketing is being replaced by relationship marketing, digitalisation and Internet in marketing, business marketing management). Corporate marketing environment (world, businesses, markets, competition).
• Part B: The basic subjects and terms in relationship marketing (value, customer, price, product, distribution).
• Part C: Marketing Information Management (marketing research, missions, visions, plans, marketing strategies, marketing mix and campaigns).
• Part D: Integrated marketing communications (communication models, external and internal communications and PR, marketing communication tools, media relations).
• • New (digital) economy as a starting point for understanding business marketing management.
• • Historical roots of transactional marketing and the reasons why it has exhausted itself.
• • Marketing environment and situation analysis tools. Modification and use of product portfolio analysis.
• • Marketing as an exchange of values between the organization and the customer. Product marketing and the significance of its life cycle, products and services.
• • Quality, innovation, new product, innovation marketing. Price and costs. The relationship between quality and pricing strategies in customer relationship management. Customer convenience – product accessibility.
• • Typology of customers and stakeholders. Brand as a customer bond. Customer segmentation. Customer relationship management.
• • Marketing information management. Market research and marketing.
• • Marketing planning, strategy, business and marketing goals. The interconnection of the strategic, marketing, business, production, human resource, and financial plans.
• • The significance and creation of the marketing mix for corporate marketing planning.
• • Basic communication models. External and internal communication. Integrated marketing communications. Marketing communications tools. The efficiency of the individual tools, means and events.
• • Media relations and media typology. PR in the past and today. Typology of advertising and types of marketing messages.
• • Typology of e-commerce and e-trading. The specifics of internet marketing. The obstacles to successful marketing in a company’s management and organization.

Literature

required literature
• KAŠÍK, M., HAVLÍČEK, K. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Eupress, 2015. ISBN 978-80-7408-100-2
• PETRŮ, Naděžda a Václav KUPEC. Marketingové řízení podniku - diskurs podnikové praxe : Prováděcí analýzy – případové studie - příklady a návody 2. přepracované a doplněné vydání. Praha: Vysoká škola finanční a správní. 2015. 82 s. Edice EUPRESS. ISBN 9
• HAVLÍČEK, K., KAŠÍK, M. Marketingové řízení zahraničního obchodu. Praha: Vysoká škola finanční a správní, 2006. Edice EUPRESS. ISBN 80-86754-67-7.
• ŠAŠEK, M. Řízení vztahů se zákazníky. Praha: Vysoká škola finanční a správní, 2010. Edice EUPRESS. ISBN 978-80-7408-025-8.

recommended literature
• SRPOVÁ,J., ŘEHOŘ,V. Základy podnikání. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3339-5.
• ZAMAZALOVÁ,M., a kol.; Marketing. Praha: C.H. BECK, 2010. ISBN 918-80-7400-115-4.
• TIDD,J. BESSANT,J., PAVITT,K. Řízení inovací. Brno: Computer Press, a.s., 2007. ISBN 978-80-251-1466-X.
• HAVLÍČEK,K. Management & controlling malé a střední firmy. Praha: Vysoká škola finanční a správní, o.p.s., 2011. Edice EUPRESS. ISBN 978-80-7408-056.2.
• JAKUBÍKOVÁ,D. Strategický marketing. Praha: Grada Publishing,a.s., 2008. ISBN 978-80-247-2690-8.
• PŘIKRYLOVÁ,J., JAHODOVÁ,H. Moderní marketingová komunikace. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3622-8.
• BLAŽKOVÁ,M. Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1535-3.
• FREY,P. Marketingová komunikace: to nejlepší z nových trendů. Praha: Management Press, s.r.o., 2008. ISBN 978-80-7261-160-7.
• LEHTINEN,J. Aktivní CRM : řízení vztahů se zákazníky. Praha: Grada Publishing,a.s., 2007. ISBN 978-80-247-1814-9.
• KOZEL,R. Moderní marketingový výzkum. Praha: Grada Publishing, a.s., 2006. ISBN 80-247-0966-X.
• KARLÍČEK,M., KRÁL,P. Marketingová komunikace. Jak komunikovat na našem trhu. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3541-2.
• JAKUBÍKOVÁ,D. Marketing v cestovním ruchu. Praha: Grada Publishing,a.s., 2009. ISBN 978-80-247-3247-3.
• KOTLER,P.; CASLIONE, J. A. 2009. Chaotika : řízení a marketing firmy v době turbulencí, Brno: Computer Press, a.s., 2009. ISBN 978-80-251-2599-1.
• LEVINSON,J.C.. Guerilla marketing. Brno: Computer Press,a.s., 2009. ISBN 978-80-251-2472-7.
• Časopisy Marketing, Marketing & media, Strategie, Direkt, Moderní řízení, Trend marketing, Marketing magazin.
• STORBACK,K., LEHTINEN,J. Řízení vztahů se zákazníky. Praha: Grada Publishing, a.s., 2002.
• KOTLER,P., WONG,V., SAUNDERS,J., ARMSTRONG,G. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2.

not specified
• Relevantní internetové zdroje.

Teaching methods

The tuition takes place in the form of lectures and seminars in the full-time program and managed group consultations in the part-time program. Students who fail to comply with the rules for obligatory attendance in lessons can be assigned additional study obligations (in an extent enabling to prove the study results and the acquired competencies necessary for the successful completion of the subject).
The participation will require a certain degree of preparation on the part of the students in connection with the syllabus of the individual seminars to make a qualified discussion on the topics to be dealt with possible. Examples, instructions and case studies should prompt the students during seminars and managed group consultations to venture their own evaluation of the market situation, their own research and its presentation, to share their personal experience and knowledge with other students.

Assessment methods

The subject is concluded with a credit and an exam. For the granting of a credit in both the full-time and part-time study programmes the following obligations must be met:
- minimum obligatory participation of 75% in seminars in the full-time study programme, 50% in managed group consultations in the part-time study programme,
- an active participation in the seminars and managed group consultations as well as the drawing-up of a term paper based on practice, whose topic and extent are to be determined by the lecturer. The credit is a prerequisite for the exam.
The examination, often of two students at the same time, to enable an even more objective comparison, takes place in oral form. The student chooses one of the offered questions, answers it on a theoretical level and proceeds to prove his/her ability to apply the given issue to a specific example from practice. The questions can be found in the study support (IS, N-MŘP, SO) under the individual topic blocks or in the textbook Kašík, Havlíček – see Literature

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: 10 hodin KS/semestr.

• Enrolment Statistics (Winter 2015, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2015/N_MRP