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. Naděžda Petrů, Ph.D.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Bažantová

Timetable of Seminar Groups

N_MRP/cM1PH: each even Thursday 12:15–12:59 S11, each even Thursday 13:00–13:45 S11, N. Petrů
N_MRP/cM2PH: each odd Thursday 12:15–12:59 S11, each odd Thursday 13:00–13:45 S11, N. Petrů
N_MRP/cR1PH: each odd Wednesday 17:30–18:14 S13, each odd Wednesday 18:15–19:00 S13, V. Kupec
N_MRP/cR2PH: each odd Wednesday 19:15–19:59 S11, each odd Wednesday 20:00–20:45 S11, V. Kupec
N_MRP/pMPH: Thu 10:30–11:14 S01, Thu 11:15–12:00 S01, M. Kašík
N_MRP/pRPH: Thu 8:45–9:29 S32, Thu 9:30–10:15 S32, N. Petrů
N_MRP/uMPH: Tue 17. 10. 14:00–15:30 S13, 15:45–17:15 S13, Tue 31. 10. 14:00–15:30 S13, 15:45–17:15 S13, Tue 7. 11. 17:30–19:00 S13, M. Kašík
N_MRP/uRPH: Tue 10. 10. 14:00–15:30 S11, 15:45–17:15 S11, Tue 31. 10. 14:00–15:30 S24, 15:45–17:15 S24, Tue 14. 11. 15:45–17:15 S24, N. Petrů
N_MRP/vMMO: Fri 20. 10. 14:00–15:30 M22, 15:45–17:15 M22, Fri 24. 11. 14:00–15:30 M27, 15:45–17:15 M27, Fri 8. 12. 14:00–15:30 M15, N. Petrů
N_MRP/vMPH: Sat 4. 11. 9:45–11:15 S23, 11:30–13:00 S23, Fri 24. 11. 15:45–17:15 S23, 17:30–19:00 S23, Fri 8. 12. 17:30–19:00 S11, K. Havlíček
N_MRP/vRMO: Fri 20. 10. 17:30–19:00 M22, 19:15–20:45 M22, Fri 24. 11. 17:30–19:00 M25, 19:15–20:45 M25, Fri 8. 12. 15:45–17:15 M15, N. Petrů
N_MRP/vRPH: Fri 6. 10. 17:30–19:00 S23, 19:15–20:45 S23, Sat 21. 10. 8:00–9:30 S23, Fri 3. 11. 17:30–19:00 S23, Sat 25. 11. 8:00–9:30 S23, K. Havlíček

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.

Learning outcomes

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: VŠFS 2015. 82 s. Edice EUPRESS. ISBN 978-80-7408-116-3
• 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
• KOZEL,R. Moderní marketingový výzkum. Praha: Grada Publishing, a.s., 2006. ISBN 80-247-0966-X.
• BLAŽKOVÁ,M. Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1535-3.
• 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.
• 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.
• KOTLER,P., WONG,V., SAUNDERS,J., ARMSTRONG,G. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2.
• JAKUBÍKOVÁ,D. Strategický marketing. Praha: Grada Publishing,a.s., 2008. ISBN 978-80-247-2690-8.
• KARLÍČEK,M., KRÁL,P. Marketingová komunikace. Jak komunikovat na našem trhu. Praha: Grada Publishing, a.s., 2011. ISBN 978-80-247-3541-2.
• STORBACK,K., LEHTINEN,J. Řízení vztahů se zákazníky. Praha: Grada Publishing, a.s., 2002.
• TIDD,J. BESSANT,J., PAVITT,K. Řízení inovací. Brno: Computer Press, a.s., 2007. ISBN 978-80-251-1466-X.
• LEHTINEN,J. Aktivní CRM : řízení vztahů se zákazníky. Praha: Grada Publishing,a.s., 2007. ISBN 978-80-247-1814-9.
• ZAMAZALOVÁ,M., a kol.; Marketing. Praha: C.H. BECK, 2010. ISBN 918-80-7400-115-4.
• JAKUBÍKOVÁ,D. Marketing v cestovním ruchu. Praha: Grada Publishing,a.s., 2009. ISBN 978-80-247-3247-3.
• SRPOVÁ,J., ŘEHOŘ,V. Základy podnikání. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3339-5.
• 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.
• PŘIKRYLOVÁ,J., JAHODOVÁ,H. Moderní marketingová komunikace. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3622-8.
• FREY,P. Marketingová komunikace: to nejlepší z nových trendů. Praha: Management Press, s.r.o., 2008. ISBN 978-80-7261-160-7.

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 course is finished by credit and examination. Granting the credit for both full-time and combined forms of study is bound to fulfill the obligations: - minimum compulsory attendance of 75% for full-time attendance exercises, 50% for managed group consultations in combination form of teaching, - active participation in exercises and guided tutorials, continuous processing of case studies, elaboration of practically focused credits. This is based on the evaluation of the marketing vitality by the student of the chosen enterprise, the design of activities related to the worst-case parameter. The credit is a prerequisite for attendance at the exam, in the form of a full-time study given by the instructor, in the combined form of the lecturer's study. The exam will be oral. The student chooses one of the offered questions, answers it on the theoretical level, then demonstrates the ability to practical application of the given problem on a concrete example. The questions are presented in the study support (IS, N-MŘP, SO) under the individual thematic blocks, they consist of the publication Kašík, Havlíček, see the 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 2017, recent)
  
• Permalink: https://is.vsfs.cz/course/vsfs/winter2017/N_MRP