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/pMCPH: Wed 15:45–16:29 S26, Wed 16:30–17:15 S26, A. Mazán

Prerequisites

This subject requires a basic awareness of the importance of communication for the customers, 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 customer relationships and continuity of business and marketing activities.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

1. An Overview of Strategic Marketing. Planning, Implementing, and Evaluating Marketing Strategies. 2. The Marketing Environment. Marketing Research and Information Systems. 3. Consumer. Age of Consumer and Consumer Buying Behavior. Business Markets and Buying Behavior. 4. Target Markets Segmentation and Evaluation. 5. Marketing Mix As Key Tool Of Marketing Management - Typology And Perspectives Of Various Marketing Mixes. 6. Marketing Mix Management - Part I: Product Concepts, Developing and Managing Products. Product Innovations. Services Marketing. 7. Marketing Mix Management - Part II: Integrated Marketing Communications. Advertising and Public Relations. Personal Selling and Sales Promotion. 8. Marketing Mix Management - Part III: Pricing Concepts. Setting Prices. 9. Marketing Mix Management - Part IV: Marketing Channels and Supply-Chain Management. Retailing, Direct Marketing and Wholesaling. 10. Brand Management. Branding and Packaging. Brand as a tool for product growth and development. 11. Digital Marketing and Social Networking in Marketing Management. 12. New Trends In Marketing Management and Their Application in a Company Management

Learning outcomes

Upon completion of this course the student will have the following professional knowledge and skills. He/She 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

• 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., FERRELL, O.C., Marketing 2016. 18th ed., Cengage Learning, 2015, 832 p., ISBN: 9781285858340.

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

This is a one-semester full-study course and it is completed by a credit and exam (5 credits). Teaching in the full-time format takes the form of lectures. Lectures cover both theoretical (theories and basic concepts of the given problematic) and practical (case studies, lecturer's practical experience, latest trends) parts. Discussions and students participation is welcomed part of every lecture. At the end of the lecture students will be given a homework assignment. The teaching will focus on knowledge-based learning, based on economic and critical thinking oriented towards entrepreneurship, creativity, presentation and communication. Emphasis will be placed on accurate thinking based on verified qualitative and quantitative data, on the ability to work with information, on trend information and presentation systems. Cross-cultural management will be presented on a scientific basis as a sequence of interconnected knowledge and skills. The estimated study load for a student to successfully cover the subject is 150 - 180 hours per semester. Please invest your time accordingly! You are expected to study (1) the obligatory book (PRIDE, William M. & O. FERRELL. Marketing) thoroughly. Focus on understanding the marketing terms and concepts. For each chapter, I recommend to read the chapter’s summary and the chapter related questions. Each chapter contains two cases profiling companies to illustrate concrete applications of marketing concepts. These cases give you a hint of what you can expect during the exam and how to get prepared. Course Credit Full-time students: Minimum of 75% of lectures attendance Active participation in lectures Delivery of required individual project papers (IPP) ISP students: Delivery of defined Tasks for Individual Work (TIWs) - on a weekly basis, in written form - see instructions bellow Delivery of required individual project papers (IPP)

Assessment methods

Course Grade Full-time students: Weight Attendance (active participation in lectures) 10% Individual Project Paper (IPP) 30% Exam 60% TOTAL 100% ISP students: Weight Tasks for Individual Work (TIW) - weekly delivery for each module 20% Individual Project Paper (IPP) 20% Exam 60% TOTAL 100% Note: Minimum grade to pass the subject (to obtain E grade) of this course is 50%. Exam The exam will take a written form. The questions will be generated from the marketing theories and concepts covered by the 12 modules (obligatory book, presentations, and lecturer's inputs). If not passing the 1st attempt (the written test), students will have an opportunity to take a corrective oral exam (standard VŠFS exam conditions are applied).

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.

Teacher's information

https://is.vsfs.cz/auth/el/6410/zima2017/NA_CMM/Study_guide_Corporate_Marketing_Management.qwarp?prejit=536242

• Enrolment Statistics (Winter 2017, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2017/NA_CMM