VSFS:N_MRP Marketing Company Management - Course Information

N_MRP Marketing Company Management

Extent and Intensity

2/1/0. 6 credit(s). Type of Completion: zk (examination).

Guaranteed by

doc. Ing. Aleš Hes, CSc.
Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová

Prerequisites

This course assumes that the student has:
basic knowledge of the principles of business management and its functions
, is familiar with the basic concepts of marketing and marketing communication
, understands the fundamental relationships between business and marketing activities
, is able to work with professional literature and basic digital tools (MS Office, online databases, presentation tools, AI).

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The aim of the course Marketing Management of the Enterprise is to acquaint students with the theoretical and practical foundations of marketing as a key value-creating process of the enterprise, while simultaneously developing their ability to apply marketing approaches in strategic management. Students will learn to analyze the business environment using modern analytical methods, conduct marketing research, and use its outputs when formulating corporate objectives. Emphasis is placed on understanding the customer in both B2B and B2C markets, on segmentation, targeting, and positioning, and on the use of CRM approaches in building long-term relationships. The course includes a detailed study of the marketing mix and its variants, with special attention given to product innovations, pricing and distribution strategies, and modern tools of marketing communication. The course also reflects the transformation of the media landscape and the growing importance of digital technologies, artificial intelligence, big data, virtual and augmented reality, the metaverse, and the omnichannel environment. Students are guided to be able to develop a marketing plan, define key performance indicators, and evaluate the effectiveness of marketing activities. The practical part of the course is based on case studies of real companies, which enable students to connect theoretical knowledge with practice and to develop teamwork, argumentation, and presentation skills.

Learning outcomes

After successfully completing the course, the student:
Understands the theoretical foundations of marketing management
Analyzes the business environment and competitive situation
Conducts marketing research and interprets its results
Segments customers and designs relationship marketing strategies
Designs and evaluates the marketing mix
Plans and implements marketing communication
Is familiar with the media landscape and digital channels
Applies modern technologies and trends in marketing
Plans and evaluates marketing activities
Develops practical skills through case studies
Presents proposed solutions through teamwork, discussion, and defense.

Syllabus

• Lectures Marketing in the corporate hierarchy and its transformation. From 1.0 to 6.0, marketing as a value-creating process.
• Marketing situational analysis. 8C, PEST, Porter, SWOT analyses; impact of a turbulent environment.
• Marketing research and data-driven marketing. Traditional and modern methods, big data, AI in analysis.
• The customer in the digital age. B2B, B2C, STP, CRM; personalization, customer experience (CX).
• Marketing mixes I – product, brand, innovation.
• Marketing mixes II – price, distribution, e-commerce, omnichannel.
• Communication mix I: internal communication and employee branding.
• Communication mix II: external communication – digital campaigns, AI marketing tools, influencer marketing, storytelling.
• Media mix and digital environment. Media typologies, investment effectiveness, programmatic advertising.
• Marketing planning and performance management. Balanced Scorecard, KPIs, marketing control.
• Opportunities of the internet and networked media. Social media, metaverse, immersive marketing, gamification.
• Technological trends and sustainability in marketing. AI, VR/AR, ethics, purpose-driven marketing, ESG, regulation.
• Seminars (Exercises) Situational analysis of a selected company. Case study: Swarovski Bohemia Ltd., IKEA – sustainability and renewable energy sources.
• Marketing research. Case study: Market research of receivables + research as part of the exam project.
• Customer segmentation and CRM. Case study: Customer segmentation in the spa sector + CRM trends and trend-driven requirements, needs, and expectations of customers.
• Marketing mix: product, price, distribution. Case studies: PRVNÍ CHODSKÁ – product strategy, Hotel Pangea – pricing strategy, Zásilkovna – distribution strategy.
• Communication mix and campaign. Case study: External marketing communication – campaign creation.
• Marketing 6.0 – trends and technologies. Case studies: TESCOMA – innovation strategy, Internet and social networks in banking.

Literature

required literature
• Kotler, P., Kartajaya, H., & Setiawan, I. (2025). Marketing 6.0: Budoucnost ve znamení zážitků. Praha: Grada
• PETRŮ, Naděžda a Václav KUPEC. Marketingové řízení podniků - diskurs podnikové praxe: Prováděcí analýzy - případové studie - příklady a návody. 3. přepracované a doplněné v. Praha: Vysoká škola finanční a správní, a.s., 2021. s. 1-91. EDUCOpress. ISBN 97

recommended literature
• Řezníčková, M. (2023). Digitální marketing: Strategie a trendy. Praha: Grada.
• TAHAL, Radek a kol. (2022) Marketingový výzkum. Praha: Grada Publishing, a.s. e-kniha
• WESTWOOD John. Sestavte dobrý marketingový plán. Praha: Lingea. 2020. 176 s. ISBN 978-80-75086-24-2.
• KARLÍČEK, Miroslav a kol. (2023). Jak na marketingovou komunikaci? Praha: Grada Publishing, a.s. ISBN 978-80-271-5013-7
• VYSEKALOVÁ, Jitka a kol. 2023. Psychologie reklamy. Praha: Grada Publishing, a.s. ISBN 978-80-271-3654-4
• Kozák, V. (2023). Mediální komunikace a digitální prostředí. Praha: Wolters Kluwer.
• Špičková, H. (2024). Digitální marketing a obchodní komunikace. Praha: Grada Publishing.
• KNIHOVÁ, Ladislava. Nevyděláváte dost? Vzdělávejte zákazníky. Praha - Ladislava Knihová - education on-line. 2021. 76 s. ISBN 978-80-906753-2-2. D https://www.educationshop.cz/e-knihy-e-books/438-nevydelavate-dost-vzdelavejte-zakazniky-9788090675322.html

Teaching methods

Lectures
Teaching takes place in the form of lectures that provide a theoretical framework and a systematic explanation of issues related to enterprise marketing management. Emphasis is placed on linking theory with practice through examples from current business practice, discussions of specific marketing situations, and analysis of marketing trends. Students have the opportunity to continuously consult their practical experience with the lecturer and incorporate it into the discussion. Lecture with discussion – systematic explanation of key concepts, theories, and models of marketing management with active student involvement through questions and short discussions. Guest lectures from practice – invited experts from the corporate sector present applications of Marketing 6.0 trends. Visualization of concepts – use of graphs, models, mind maps, and diagrams (e.g., STP model, marketing mix, communication channels).
Modern methods (technology-enhanced).
E-learning (LMS) – use of the university platform (e.g., MS Teams) for sharing materials, tests, and discussion forums. Digital collaboration tools, e.g., Miro/Mural for joint mapping, Canva for campaign design. AI tools in marketing – use of ChatGPT for designing communication messages, MidJourney for creating campaign visuals, tools for trend prediction. Gamification – competitions and quizzes to review the material; points/rewards for active participation. Simulation of marketing campaigns.
Teaching in combined form of study will take place in the form of guided consultations, where in addition to a condensed presentation of the topic, prior self-study is expected to enable subsequent consultation, exchange of opinions, and experience on the given topic.

Assessment methods

The course is concluded with a CREDIT and an EXAM.
Full-time study: Granting of credit is conditional upon fulfilling the requirement of active attendance at seminars of at least 75% (i.e., not only mere presence, but active participation in the course, discussion, interaction, argumentation), as well as an innovative approach to proposed solutions of case studies.
EXAM – ORAL: relevant discussion of the exam project, which must be uploaded into the Information System.
The exam will only be possible after the credit has been granted, which will be recorded by the seminar lecturer in the student’s grade book.
Part-time study: Granting of credit is conditional upon fulfilling the requirement of active attendance at guided consultations of at least 50% (again, not only mere presence, but active participation in the course, discussion, interaction, argumentation).
Credit and exam as per the full-time form of study.
During the course, late attendance will not be accepted, and if a student participates in classes via Microsoft Teams, it is expected that they will turn on the camera and microphone when requested by the lecturer.

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

Students with an approved Individual Study Plan (ISP) who do not attend seminars (in the part-time form of study) must upload at least one case study for each topic into their personal folder in the submission system.

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