Course Information

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2024

Extent and Intensity

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

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
Kristina Lenkova, 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: Bc. Kateřina Konupková

Timetable of Seminar Groups

N_MRP/cEKPH: each odd Thursday 8:45–9:29 S11, each odd Thursday 9:30–10:15 S11, except Thu 10. 10. ; and Tue 29. 10. 11:30–13:00 S13, K. Lenkova
N_MRP/cMPH: each odd Thursday 10:30–11:14 S14, each odd Thursday 11:15–12:00 S14, except Thu 10. 10. ; and Tue 5. 11. 12:15–13:45 S11, K. Lenkova
N_MRP/pEKMPH: Wed 12:15–12:59 S32, Wed 13:00–13:45 S32, N. Petrů
N_MRP/vEKKV: Fri 4. 10. 14:00–15:30 KV205, 15:45–17:15 KV205, 17:30–19:00 KV205, Fri 18. 10. 17:30–19:00 KV205, 19:15–20:45 KV205, Sat 2. 11. 9:45–11:15 KV205, 11:30–13:00 KV205, 14:00–15:30 KV205, N. Petrů
N_MRP/vEKPH: Sat 26. 10. 8:00–9:30 E230, 9:45–11:15 E230, 11:30–13:00 E230, Sat 9. 11. 8:00–9:30 E230, 9:45–11:15 E230, 11:30–13:00 E230, Sat 23. 11. 8:00–9:30 E230, 9:45–11:15 E230, K. Havlíček

Prerequisites

This subject requires a basic awareness of the importance of communication for the customer's address, 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 relationship and continuity of business and marketing activities.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

In the history and development of business and marketing, it has always been to address business and customer relationships with economic communication technologies that have unambiguously defined marketing processes and processes. These conditions build value producers (manufacturers, businesses, organizations) before their crucial activity - producing what people objectively need, what they want, what they expect. This fact also applies to the contrary - the needs, demands and expectations of people depend on the environment, economic strength, technology development, economic maturity, logistics, regional habits. The phenomenon of the new millennium has become information and communication technology for enterprise marketing strategies. The Internet and digitalisation of communication determine and determine the "new economy", shorten the distance and time between businesses and customers, accelerate the competitive environment almost on-line. The second and decisive phenomenon for the unprecedented development of relationship marketing and marketing in general is global hypercompetition. Customers and industry markets are globalizing in all its aspects. Customer-oriented marketing is thus based on the perfect knowledge of competitors. These and, of course, other circumstances have shifted considerably from the point of view of corporate governance into business and process understanding. Strategic marketing management now plays a critical role in creating business strategies (product, price, distribution and communication), co-organizing organizational structures and managing processes. Business marketing is becoming an increasingly challenging discipline, and for the success of the company, it will have to deal not only with marketing, sales and communication departments, but all management and awareness must also be available to all employees. This fact should be helped by the study of Business Management. Learning outcomes of the course unit The aim of the subject is to teach students methods, techniques and marketing processes as a basic business value-making process, which makes the modern marketing management of the company happening. There will be links between classical marketing knowledge and management business processes and business policy. An excursion into the basic methods and trends of marketing communication as part of business policy will be included. The entire teaching will be based on the concept of product as a cycle of values for customers, satisfying their objective needs with subjective wishes and expectations, including modern and efficient methods of segmentation of markets (B2B and B2C) and customers, which is the essence of business success. An integral part of the training will be also analysis of markets and situational analysis of the company, marketing trends in individual branches, basics of controlling and projects of marketing (communication) campaigns.

Learning outcomes

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

1. Marketing and its place in the corporate hierarchy, the importance of marketing for business management, marketing management as the main value-creating process
2. Marketing situation analysis of the company's position in the industry and in the competition, its importance for the company's marketing management
3. Marketing research and the importance of its outputs for the formulation of business goals
4. Customer in the B2B, B2C, STP market and its importance for the company's marketing management
5. Marketing mixes as a tool of marketing management, typology of mixes, product mix, brand as a customer bond, product innovation as a tool of marketing management
6. Price and distribution mix, distribution through e-shops
7. Marketing communication as a tool of marketing management of the company - I. part of the trend tool of internal communication of the company
8. Communication mix as a tool of business marketing management - II. part of the tool of trend external communication of the company. Creation of a communication campaign, evaluation of metrics of its effectiveness
9. Media mix, knowledge of media landscape and media typology for effective investments in marketing communication
10. Marketing planning
11. Possibilities of Internet and network media in modern marketing
12. Technological trends and possibilities of their use in marketing management of a company (Company 4.0, virtual reality, etc.)

Literature

required literature

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

WESTWOOD John. Sestavte dobrý marketingový plán. Praha: Lingea. 2020. 176 s. ISBN 978-80-75086-24-2.
TAHAL, Radek a kol. (2022) Marketingový výzkum. Praha: Grada Publishing, a.s. e-kniha
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
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
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205.

Teaching methods

Teaching in the daily form of study - Lectures will usually include a lecture part (theory, new knowledge including practical examples) and a practical part (case study).
The exercises will be focused practically on gaining knowledge using one's own judgments, they will be based on economic and critical thinking oriented to entrepreneurship, entrepreneurship, creativity, creativity, presentation and communication skills, an active approach to the world, an open approach to new forms and tools of marketing, marketing communication. Emphasis will be placed on exact thinking based on verified qualitative and quantitative data, on the ability to work with information, with trendy information and presentation systems. Marketing activities will be presented on a scientific basis as a sequence of interconnected projects and processes. Case studies from scripts will be solved in teams.
Teaching in the combined form of study will take place in the form of guided consultation, where, in addition to a condensed presentation of the topic, prior self-study is also expected, so that subsequent consultation, exchange of opinions and experiences on the given topic is possible.

Assessment methods

The subject ends with a CREDIT and an EXAM.
Full-time study: The awarding of credit is tied to the fulfillment of the obligation of active attendance of min. 75% (i.e. not just mere presence, but active participation in the course of teaching, discussion, interaction, argumentation), but also an innovative approach to case study solution proposals.
EXAMINATION - ORAL: relevant discussion of the exam paper, which will be inserted into the IS, case studies solved during the course of the lesson in connection with the theoretical knowledge of the field of marketing.
The exam will only be possible after the credit has been awarded, which will be entered by the training teacher in the student's notebook.
Combined studies: The granting of credit is tied to the fulfillment of the obligation of active attendance in min. in the range of 50% on guided consultations (however, not just mere presence, but active participation in the course of teaching, discussion, interaction, argumentation).
Credit and exam see face-to-face form of teaching.
Late attendance will not be accepted for students during the lesson, and if a lesson, tutorial or consultation takes place via Microsoft Teams, the camera and microphone are expected to be turned on when the teacher calls.

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: 16 hodin KS/semestr.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2023

Extent and Intensity

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

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
Kristina Lenkova, 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: Bc. Kateřina Konupková

Timetable of Seminar Groups

N_MRP/cMPH: each even Monday 17:30–18:14 S36, each even Monday 18:15–19:00 S36, K. Lenkova
N_MRP/cPPPH: each even Thursday 12:15–12:59 S35, each even Thursday 13:00–13:45 S35, K. Lenkova
N_MRP/pMPPPH: each odd Wednesday 8:45–9:29 S36, each odd Wednesday 9:30–10:15 S36, each odd Wednesday 10:30–11:14 S36, each odd Wednesday 11:15–12:00 S36, N. Petrů
N_MRP/vEKPH: Sat 21. 10. 8:00–9:30 E306, 9:45–11:15 E306, 11:30–13:00 E306, Sat 11. 11. 8:00–9:30 E306, 9:45–11:15 E306, 11:30–13:00 E306, Sat 2. 12. 9:45–11:15 E306, 11:30–13:00 E306, K. Havlíček

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Marketing and its place in the corporate hierarchy, the importance of marketing for business management, marketing management as the main value-creating process
2. Marketing situation analysis of the company's position in the industry and in the competition, its importance for the company's marketing management
3. Marketing research and the importance of its outputs for the formulation of business goals
4. Customer in the B2B, B2C, STP market and its importance for the company's marketing management
5. Marketing mixes as a tool of marketing management, typology of mixes, product mix, brand as a customer bond, product innovation as a tool of marketing management
6. Price and distribution mix, distribution through e-shops
7. Marketing communication as a tool of marketing management of the company - I. part of the trend tool of internal communication of the company
8. Communication mix as a tool of business marketing management - II. part of the tool of trend external communication of the company. Creation of a communication campaign, evaluation of metrics of its effectiveness
9. Media mix, knowledge of media landscape and media typology for effective investments in marketing communication
10. Marketing planning
11. Possibilities of Internet and network media in modern marketing
12. Technological trends and possibilities of their use in marketing management of a company (Company 4.0, virtual reality, etc.)

Literature

required literature

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

WESTWOOD John. Sestavte dobrý marketingový plán. Praha: Lingea. 2020. 176 s. ISBN 978-80-75086-24-2.
TAHAL, Radek a kol. (2022) Marketingový výzkum. Praha: Grada Publishing, a.s. e-kniha
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
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
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205.

Teaching methods

Assessment methods

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: 16 hodin KS/semestr.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2022

Extent and Intensity

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

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (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: Bc. Kamila Procházková

Timetable of Seminar Groups

N_MRP/cEKPPPH: each even Thursday 8:45–9:29 S23, each even Thursday 9:30–10:15 S23, N. Petrů
N_MRP/cMMO: Thu 13. 10. 8:45–9:29 M15, 9:30–10:15 M15, 10:30–11:14 M15, 11:15–12:00 M15, Mon 7. 11. 14:00–15:30 M22, 15:45–17:15 M22, Thu 8. 12. 8:45–9:29 M15, 9:30–10:15 M15, 10:30–11:14 M15, 11:15–12:00 M15, N. Petrů
N_MRP/cMPH: each even Thursday 10:30–11:14 S14, each even Thursday 11:15–12:00 S14, N. Petrů
N_MRP/poMMO: each odd Wednesday 8:45–9:29 M25, each odd Wednesday 9:30–10:15 M25, each odd Wednesday 10:30–11:14 M25, each odd Wednesday 11:15–12:00 M25; and Fri 30. 9. 8:45–10:15 M25, 10:30–12:00 M25, N. Petrů
N_MRP/pxEKMPPPH: each odd Wednesday 8:45–9:29 S11, each odd Wednesday 9:30–10:15 S11, each odd Wednesday 10:30–11:14 S11, each odd Wednesday 11:15–12:00 S11; and Fri 30. 9. 8:45–10:15 S11, 10:30–12:00 S11, N. Petrů
N_MRP/vEKKV: Fri 7. 10. 17:30–19:00 KV211, 19:15–20:45 KV211, Sat 22. 10. 9:45–11:15 KV211, 11:30–13:00 KV211, Sat 12. 11. 9:45–11:15 KV211, 11:30–13:00 KV211, Sat 10. 12. 14:00–15:30 KV211, 15:45–17:15 KV211, N. Petrů
N_MRP/vEKMPH: Sat 15. 10. 8:00–9:30 E230, 9:45–11:15 E230, 11:30–13:00 E230, Sat 19. 11. 9:45–11:15 E230, 11:30–13:00 E230, Sat 3. 12. 8:00–9:30 E007KC, 9:45–11:15 E007KC, 11:30–13:00 E007KC, K. Havlíček

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Marketing and its place in the corporate hierarchy, the importance of marketing for business management, marketing management as the main value-creating process
2. Marketing situation analysis of the company's position in the industry and in the competition, its importance for the company's marketing management
3. Marketing research and the importance of its outputs for the formulation of business goals
4. Customer in the B2B, B2C, STP market and its importance for the company's marketing management
5. Marketing mixes as a tool of marketing management, typology of mixes, product mix, brand as a customer bond, product innovation as a tool of marketing management
6. Price and distribution mix, distribution through e-shops
7. Marketing communication as a tool of marketing management of the company - I. part of the trend tool of internal communication of the company
8. Communication mix as a tool of business marketing management - II. part of the tool of trend external communication of the company. Creation of a communication campaign, evaluation of metrics of its effectiveness
9. Media mix, knowledge of media landscape and media typology for effective investments in marketing communication
10. Marketing planning
11. Possibilities of Internet and network media in modern marketing
12. Technological trends and possibilities of their use in marketing management of a company (Company 4.0, virtual reality, etc.)

Literature

required literature

FORET, Miroslav, MELAS David. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada Publishing, a.s. 2020. 168 s. ISBN 978-80-271-1723-9.
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
KAŠÍK, Milan a Karel HAVLÍČEK. Marketingové řízení podniku. 3. akt. vyd. Praha: Vysoká škola finanční a správní, 2015. 276 s. Edice EUPRESS. ISBN 978-80-7408-100-2.
VYSEKALOVÁ, Jitka. Image a firemní identita. Praha: Grada. 2020. 224 s. ISBN 978-80-271-2841-9.
WESTWOOD John. Sestavte dobrý marketingový plán. Praha: Lingea. 2020. 176 s. ISBN 978-80-75086-24-2.
JANOUCH, Viktor. Internetový marketing, 3. vydání. Praha: Computer Press. 2020. 344 s. ISBN 978-80-251-5016-0.

recommended literature

TETŘEVOVÁ, Liběna a kol. Společenská odpovědnost firem společensky citlivých odvětví. Praha: Grada Publishing, a.s., 2017. 215 s. ISBN 978-80-271-0285-3.
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
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205.
COLLINSOVÁ, Hilary. Kreativní výzkum. Praha: Barrister & Principal, 2017. 207 s. ISBN 978-80-7485-125-4.

Teaching methods

Full-time teaching - Lectures will usually include a lecture part (theory, new knowledge, including practical examples) and a practical part (case study). At the end of the lecture, students will be given a task for the following lessons ..
Exercises will be focused on gaining knowledge through their own judgments, will be based on economic and critical thinking focused on entrepreneurship, entrepreneurship, creativity, creativity, ability to present and communicate, active approach to the world, open access to new forms and tools of marketing, marketing communication. Emphasis will be placed on exact thinking based on verified qualitative and quantitative data, on the ability to work with information, with trendy information and presentation systems. Marketing activities will be presented on a scientific basis as a sequence of interconnected projects and processes ..
Teaching in the combined form of study will take place in the form of a guided consultation, where in addition to a condensed presentation of the topic, previous self-study is also assumed to allow for subsequent consultation, exchange of views and experiences on the topic. Teaching in the distance form of study will take place in the form of guided tutorials and personal consultations. Self-study is assumed according to the content and structure of the subject, continuous fulfillment of homework tasks and their insertion into the IS.

Assessment methods

The course ends with a CREDIT and EXAM.
Full-time study: The award of credit is tied to the fulfillment of the obligation of active attendance min. 75% (ie not only mere attendance, but active participation in the course of teaching, discussion, interaction, argumentation), fulfillment of homework tasks, which will be entered into the IS - delivery room.
CREDIT: Elaboration of credit work - assignment see IS (Evaluation of vitality of selected company).
EXAM - ORAL: relevant discussion of credit work, case studies solved during the course of teaching in connection with theoretical knowledge in the field of marketing.
The exam will be possible only after granting the credit, which will be written by the practicing teacher in the student's notebook.
Combined study: The award of credit is tied to the fulfillment of the obligation of active attendance in min. 50% of guided consultations (but not just presence, but active participation in the course of teaching, discussion, interaction, argumentation).
Credit and exam see full-time form of teaching.
Distance learning: credit is tied to participation in tutorials (but not just participation, but active participation in the tutorial, discussion, interaction, argumentation). Credit and exam see full-time form of teaching.
Students will not be accepted late attendance during the lessons, and if a lesson, tutorial or consultation through Microsoft Teams takes place, it is expected that the camera and microphone will be turned on when the teacher is prompted.

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: 16 hodin KS/semestr.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2021

Extent and Intensity

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

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
doc. 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: Bc. Kamila Procházková

Timetable of Seminar Groups

N_MRP/cEKPPPH: each odd Thursday 15:45–16:29 S14, each odd Thursday 16:30–17:15 S14, except Thu 9. 12. ; and Mon 13. 12. 17:30–19:00 S11, V. Kupec
N_MRP/cMPH: each odd Thursday 17:30–18:14 S13, each odd Thursday 18:15–19:00 S13, except Thu 9. 12. ; and Mon 13. 12. 15:45–17:15 S11, V. Kupec
N_MRP/pEKMPPPH: Tue 15:45–16:29 S32, Tue 16:30–17:15 S32, except Tue 9. 11., except Tue 30. 11. ; and Mon 29. 11. 12:15–13:45 S13, 15:45–17:15 S11, N. Petrů
N_MRP/vEK1PH: Sat 16. 10. 8:00–9:30 S33, 9:45–11:15 S33, 11:30–13:00 S33, Sat 20. 11. 8:00–9:30 E228, 9:45–11:15 E228, 11:30–13:00 E228, Sat 4. 12. 14:00–15:30 E306, 15:45–17:15 E306, K. Havlíček
N_MRP/vEK2PH: Sat 2. 10. 14:00–15:30 S32, 15:45–17:15 S32, Sat 6. 11. 14:00–15:30 S32, 15:45–17:15 S32, Fri 19. 11. 17:30–19:00 S36, 19:15–20:45 S36, Sat 20. 11. 14:00–15:30 E227, 15:45–17:15 E227, N. Petrů
N_MRP/vMMO: Fri 5. 11. 14:00–15:30 M17, 15:45–17:15 M17, 17:30–19:00 M17, Fri 3. 12. 17:30–19:00 M17, 19:15–20:45 M17, Sat 18. 12. 14:00–15:30 M17, 15:45–17:15 M17, 17:30–19:00 M17, N. Petrů
N_MRP/vMPH: Sat 6. 11. 8:00–9:30 S33, 9:45–11:15 S33, 11:30–13:00 S33, Sat 4. 12. 9:45–11:15 E224, 11:30–13:00 E224, Sat 18. 12. 8:00–9:30 E225, 9:45–11:15 E225, 11:30–13:00 E225, K. Havlíček
N_MRP/vPPKV: Sat 9. 10. 9:45–11:15 KV205, 11:30–13:00 KV205, 14:00–15:30 KV205, 15:45–17:15 KV205, Sat 23. 10. 9:45–11:15 KV205, 11:30–13:00 KV205, 14:00–15:30 KV205, 15:45–17:15 KV205, V. Kupec
N_MRP/vPPPH: Sat 20. 11. 8:00–9:30 E307, 9:45–11:15 E307, 11:30–13:00 E307, Sat 4. 12. 14:00–15:30 E225, 15:45–17:15 E225, Sat 18. 12. 8:00–9:30 E307, 9:45–11:15 E307, 11:30–13:00 E307, V. Kupec

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Marketing and its place in the corporate hierarchy, the importance of marketing for business management, marketing management as the main value-creating process
2. Marketing situation analysis of the company's position in the industry and in the competition, its importance for the company's marketing management
3. Marketing research and the importance of its outputs for the formulation of business goals
4. Customer in the B2B, B2C, STP market and its importance for the company's marketing management
5. Marketing mixes as a tool of marketing management, typology of mixes, product mix, brand as a customer bond, product innovation as a tool of marketing management
6. Price and distribution mix, distribution through e-shops
7. Marketing communication as a tool of marketing management of the company - I. part of the trend tool of internal communication of the company
8. Communication mix as a tool of business marketing management - II. part of the tool of trend external communication of the company. Creation of a communication campaign, evaluation of metrics of its effectiveness
9. Media mix, knowledge of media landscape and media typology for effective investments in marketing communication
10. Marketing planning
11. Possibilities of Internet and network media in modern marketing
12. Technological trends and possibilities of their use in marketing management of a company (Company 4.0, virtual reality, etc.)

Literature

required literature

VYSEKALOVÁ, Jitka. Image a firemní identita. Praha: Grada. 2020. 224 s. ISBN 978-80-271-2841-9.
KAŠÍK, Milan a Karel HAVLÍČEK. Marketingové řízení podniku. 3. akt. vyd. Praha: Vysoká škola finanční a správní, 2015. 276 s. Edice EUPRESS. ISBN 978-80-7408-100-2.
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
JANOUCH, Viktor. Internetový marketing, 3. vydání. Praha: Computer Press. 2020. 344 s. ISBN 978-80-251-5016-0.
FORET, Miroslav, MELAS David. Marketingový výzkum v udržitelném marketingovém managementu. Praha: Grada Publishing, a.s. 2020. 168 s. ISBN 978-80-271-1723-9.
WESTWOOD John. Sestavte dobrý marketingový plán. Praha: Lingea. 2020. 176 s. ISBN 978-80-75086-24-2.

recommended literature

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
TETŘEVOVÁ, Liběna a kol. Společenská odpovědnost firem společensky citlivých odvětví. Praha: Grada Publishing, a.s., 2017. 215 s. ISBN 978-80-271-0285-3.
COLLINSOVÁ, Hilary. Kreativní výzkum. Praha: Barrister & Principal, 2017. 207 s. ISBN 978-80-7485-125-4.
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205.

Teaching methods

Assessment methods

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: 16 hodin KS/semestr.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2020

Extent and Intensity

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

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
doc. 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: Bc. Kamila Procházková

Timetable of Seminar Groups

N_MRP/cEKPH: each odd Thursday 17:30–18:14 S24, each odd Thursday 18:15–19:00 S24, V. Kupec
N_MRP/cMPH: each odd Thursday 15:45–16:29 S11, each odd Thursday 16:30–17:15 S11, V. Kupec
N_MRP/cPPPH: each even Thursday 15:45–16:29 S24, each even Thursday 16:30–17:15 S24, V. Kupec
N_MRP/pEKMPPPH: Wed 15:45–16:29 E230, Wed 16:30–17:15 E230, N. Petrů
N_MRP/vEKKV: Sat 10. 10. 9:45–11:15 KV202, 11:30–13:00 KV202, Fri 6. 11. 14:00–15:30 KV202, 15:45–17:15 KV202, 17:30–19:00 KV202, Fri 20. 11. 14:00–15:30 KV202, 15:45–17:15 KV202, 17:30–19:00 KV202, N. Petrů
N_MRP/vEKPH: Sat 3. 10. 8:00–9:30 S23, 9:45–11:15 S23, 11:30–13:00 S23, Sat 14. 11. 8:00–9:30 S23, 9:45–11:15 S23, 11:30–13:00 S23, Sat 28. 11. 14:00–15:30 S23, 15:45–17:15 S23, K. Havlíček
N_MRP/vMPPPH: Sat 17. 10. 8:00–9:30 S11, 9:45–11:15 S11, 11:30–13:00 S11, Sat 31. 10. 8:00–9:30 S11, 9:45–11:15 S11, 11:30–13:00 S11, Sat 28. 11. 9:45–11:15 S11, 11:30–13:00 S11, K. Havlíček

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Marketing and its place in corporate hierarchy, importance of marketing for business management, marketing management as the main value-making process
2. Marketing situation analysis of the position of the company in the sector and in competition, its importance for the marketing management of the company
3. Marketing research and the importance of its outputs for formulating corporate goals
4. Customers in B2B, B2C, and STP markets and their importance for marketing business management
5. Marketing mixes as a tool of marketing management, mix typology, product mix, brand as a customer bond, product innovations as a marketing management tool
6. Pricing and distribution mix, distribution through e-shops
7. Marketing communication as an instrument of marketing management of the company - Part I of the internal communication tool of the company
8. Communication mix as a marketing management tool - II. Part of the enterprise's external communication tool. Creating a communication campaign, evaluating its effectiveness metrics
9. Media mix, knowledge of media landscape and media typology for effective investment in marketing communication
10. Marketing planning
11. Internet and network media capabilities in modern marketing
12. Trends and possibilities of their use in the marketing management of a company (Industry 4.0, virtual reality, etc.)

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

recommended literature

TETŘEVOVÁ, Liběna a kol. Společenská odpovědnost firem společensky citlivých odvětví. 1. vyd. Praha: Grada Publishing, a.s., 2017. 215 s. ISBN 978-80-271-0285-3
COLLINSOVÁ, Hilary. Kreativní výzkum. 1.vyd. Praha: Barrister & Principal, 2017. 207 s. ISBN 978-80-7485-125-4
GASTON, Peter. Moderní web 1.vyd. Brno: Computer Press. 2015. 240 s. ISBN 978-80-251-4345-2
JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. 504 s. ISBN 978-80-271-0252-5.
KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. Praha: Grada, 2018. 285 s. ISBN 978-80-247-5869-5.
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. 1st edition. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205
Relevantní internetové zdroje.
Časopisy Marketing, Marketing & media, Strategie, Direkt, Moderní řízení, Trend marketing, Marketing magazin.

not specified

SHARP, Byron. Jak se budují značky: co obchodníci nevědí. Přeložil Petr SUMCOV. Praha: Dobrovský s.r.o, 2018. 241 s. ISBN 978-80-7390-618-4.

Teaching methods

In the daily form of lectures (cycle of 12 lectures and 6 exercises) lectures will usually include a lecture (theoretical background), include new knowledge from the field and practical part (case study, example of good practice). Part of the lecture can be discussion on the topic, group work, etc. At the end of the lecture students will be assigned a homework assignment. The exercises will be focused on knowledge-based learning, based on economic and critical thinking oriented towards entrepreneurship, entrepreneurship, creativity, creativity, presentation and communication skills, active attitude towards the world, open access to new forms and marketing tools, marketing communications. Emphasis will be placed not on accurate thinking based on verified qualitative and quantitative data, on the ability to work with information, with trend information and presentation systems. Marketing activities will be presented on a scientific basis as a sequence of interconnected projects and processes. Combined study (cycle 8 of supervised tutorials) assumes preparation of students and their advance knowledge of the theoretical background. The theory will be supplemented by practical examples, discussed and confronted with real examples from the practice of the students so that the student is able to create an idea of real marketing activities, their importance for the marketing management of the company.

Assessment methods

The subject is finished with a CREDIT and EXAM Daily attendance: Assignment of credit is subject to the obligation of active attendance min. 75% for lectures and exercises (ie not only attendance, but active participation in teaching, discussion, interaction, argumentation), fulfillment of homework tasks. Combined form: Assignment of the credit is bound to fulfill the obligation of active attendance in min. 4 out of 8 managed consultations (but not just attendance, but active participation in learning, discussion, interaction, argumentation). Credit: Elaboration of given case studies. Surrendering the output of the company's marketing vitality research, including suggestions and recommendations for innovation in corporate marketing strategies. Examination: Oral form. The student draws one topic from the 12 circuits offered, introduces the theoretical background and outlines the theoretical solution in a particular business. Students will not accept late attendance and activities during the course. Devices (tablets, phones, etc.) that are not directly related to teaching.

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: 16 hodin KS/semestr.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2019

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
doc. 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: Bc. Kamila Procházková

Timetable of Seminar Groups

N_MRP/cMMO: each even Wednesday 15:45–16:29 M14, each even Wednesday 16:30–17:15 M14, except Wed 30. 10., except Wed 11. 12. ; and Thu 24. 10. 15:45–17:15 M14, Thu 12. 12. 17:30–19:00 M01, N. Petrů
N_MRP/cM1PH: each even Thursday 17:30–18:14 S34, each even Thursday 18:15–19:00 S34, V. Kupec
N_MRP/cM2PH: each even Thursday 19:15–19:59 S13, each even Thursday 20:00–20:45 S13, V. Kupec
N_MRP/cRPH: each even Tuesday 17:30–18:14 S11, each even Tuesday 18:15–19:00 S11, except Tue 12. 11. ; and Tue 12. 11. 14:00–15:30 S24, N. Petrů
N_MRP/pMMO: each even Wednesday 12:15–12:59 M14, each even Wednesday 13:00–13:45 M14, each even Wednesday 14:00–14:44 M14, each even Wednesday 14:45–15:30 M14, except Wed 30. 10., except Wed 11. 12. ; and Thu 24. 10. 12:15–15:30 M14, Thu 12. 12. 14:00–17:15 M01, N. Petrů
N_MRP/pMRPH: Tue 15:45–16:29 S01, Tue 16:30–17:15 S01, except Tue 5. 11. ; and Tue 19. 11. 17:30–19:00 S01, N. Petrů
N_MRP/vM2PH: Sat 19. 10. 8:00–9:30 S13, 9:45–11:15 S13, 11:30–13:00 S13, Sat 16. 11. 9:45–11:15 S23, 11:30–13:00 S23, V. Kupec
N_MRP/vM3PH: Sat 5. 10. 9:45–11:15 S11, 11:30–13:00 S11, Sat 2. 11. 8:00–9:30 S11, 9:45–11:15 S11, 11:30–13:00 S11, V. Kupec
N_MRP/vRPH: Sat 5. 10. 11:30–13:00 S23, 14:00–15:30 S23, 15:45–17:15 S23, Sat 19. 10. 11:30–13:00 S23, 14:00–15:30 S23, K. Havlíček

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

Syllabus

1. Marketing and its place in corporate hierarchy, importance of marketing for business management, marketing management as the main value-making process
2. Marketing situation analysis of the position of the company in the sector and in competition, its importance for the marketing management of the company
3. Marketing research and the importance of its outputs for formulating corporate goals
4. Customers in B2B, B2C, and STP markets and their importance for marketing business management
5. Marketing mixes as a tool of marketing management, mix typology, product mix, brand as a customer bond, product innovations as a marketing management tool
6. Pricing and distribution mix, distribution through e-shops
7. Marketing communication as an instrument of marketing management of the company - Part I of the internal communication tool of the company
8. Communication mix as a marketing management tool - II. Part of the enterprise's external communication tool. Creating a communication campaign, evaluating its effectiveness metrics
9. Media mix, knowledge of media landscape and media typology for effective investment in marketing communication
10. Marketing planning
11. Internet and network media capabilities in modern marketing
12. Trends and possibilities of their use in the marketing management of a company (Industry 4.0, virtual reality, etc.)

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

recommended literature

TETŘEVOVÁ, Liběna a kol. Společenská odpovědnost firem společensky citlivých odvětví. 1. vyd. Praha: Grada Publishing, a.s., 2017. 215 s. ISBN 978-80-271-0285-3
KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. Praha: Grada, 2018. 285 s. ISBN 978-80-247-5869-5.
GASTON, Peter. Moderní web 1.vyd. Brno: Computer Press. 2015. 240 s. ISBN 978-80-251-4345-2
Relevantní internetové zdroje.
JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. 504 s. ISBN 978-80-271-0252-5.
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. 1st edition. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205
Časopisy Marketing, Marketing & media, Strategie, Direkt, Moderní řízení, Trend marketing, Marketing magazin.
COLLINSOVÁ, Hilary. Kreativní výzkum. 1.vyd. Praha: Barrister & Principal, 2017. 207 s. ISBN 978-80-7485-125-4

not specified

SHARP, Byron. Jak se budují značky: co obchodníci nevědí. Přeložil Petr SUMCOV. Praha: Dobrovský s.r.o, 2018. 241 s. ISBN 978-80-7390-618-4.

Teaching methods

Assessment methods

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.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2018

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

doc. Ing. Milan Kašík, CSc. (lecturer)
doc. PhDr. Ing. Václav Kupec, Ph.D. (lecturer)
Ing. Peter Stuchlík, CSc. (lecturer)
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: Ing. Markéta Knížková

Timetable of Seminar Groups

N_MRP/cMMO: each even Wednesday 14:00–14:44 M27, each even Wednesday 14:45–15:30 M27, N. Petrů
N_MRP/cM1PH: each odd Thursday 10:30–11:14 S33, each odd Thursday 11:15–12:00 S33, P. Stuchlík
N_MRP/cM2PH: each odd Thursday 12:15–12:59 S33, each odd Thursday 13:00–13:45 S33, P. Stuchlík
N_MRP/cR1PH: each even Thursday 12:15–12:59 S32, each even Thursday 13:00–13:45 S32, except Thu 1. 11. ; and Thu 25. 10. 12:15–13:45 S32, N. Petrů
N_MRP/cR2PH: each odd Thursday 12:15–12:59 S32, each odd Thursday 13:00–13:45 S32, N. Petrů
N_MRP/pMMO: each even Wednesday 10:30–11:14 M27, each even Wednesday 11:15–12:00 M27, each even Wednesday 12:15–12:59 M27, each even Wednesday 13:00–13:45 M27, N. Petrů
N_MRP/pMPH: Thu 8:45–9:29 S32, Thu 9:30–10:15 S32, N. Petrů
N_MRP/pRPH: Thu 10:30–11:14 S01, Thu 11:15–12:00 S01, M. Kašík
N_MRP/vM2PH: Fri 5. 10. 17:30–19:00 S33, 19:15–20:45 S33, Fri 19. 10. 15:45–17:15 S33, Fri 2. 11. 17:30–19:00 S35, 19:15–20:45 S35, M. Kašík
N_MRP/vM3PH: Sat 6. 10. 9:45–11:15 S35, 11:30–13:00 S35, Sat 20. 10. 14:00–15:30 S35, Sat 3. 11. 9:45–11:15 S35, 11:30–13:00 S35, N. Petrů
N_MRP/vRMO: Sat 20. 10. 11:30–13:00 M17, Sat 3. 11. 9:45–11:15 M17, 11:30–13:00 M17, Sat 1. 12. 9:45–11:15 M17, 11:30–13:00 M17, V. Kupec
N_MRP/vR2PH: Fri 19. 10. 17:30–19:00 S26, 19:15–20:45 S26, Sat 3. 11. 14:00–15:30 S26, Sat 1. 12. 9:45–11:15 S11, 11:30–13:00 S11, N. Petrů
N_MRP/vR3PH: Fri 19. 10. 14:00–15:30 S24, Sat 20. 10. 9:45–11:15 S24, 11:30–13:00 S24, Fri 16. 11. 14:00–15:30 S33, 15:45–17:15 S33, N. Petrů

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Learning outcomes

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

1. Marketing and its place in corporate hierarchy, importance of marketing for business management, marketing management as the main value-making process 2. Marketing situation analysis of the position of the company in the sector and in competition, its importance for the marketing management of the company 3. Marketing research and the importance of its outputs for formulating corporate goals 4. Customers in B2B, B2C, and STP markets and their importance for marketing business management 5. Marketing mixes as a tool of marketing management, mix typology, product mix, brand as a customer bond, product innovations as a marketing management tool 6. Pricing and distribution mix, distribution through e-shops 7. Marketing communication as an instrument of marketing management of the company - Part I of the internal communication tool of the company 8. Communication mix as a marketing management tool - II. Part of the enterprise's external communication tool. Creating a communication campaign, evaluating its effectiveness metrics 9. Media mix, knowledge of media landscape and media typology for effective investment in marketing communication 10. Marketing planning 11. Internet and network media capabilities in modern marketing 12. Trends and possibilities of their use in the marketing management of a company (Industry 4.0, virtual reality, etc.)

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

recommended literature

TETŘEVOVÁ, Liběna a kol. Společenská odpovědnost firem společensky citlivých odvětví. 1. vyd. Praha: Grada Publishing, a.s., 2017. 215 s. ISBN 978-80-271-0285-3
KARLÍČEK, Miroslav. Základy marketingu. 2., přepracované a rozšířené vydání. Praha: Grada, 2018. 285 s. ISBN 978-80-247-5869-5.
COLLINSOVÁ, Hilary. Kreativní výzkum. 1.vyd. Praha: Barrister & Principal, 2017. 207 s. ISBN 978-80-7485-125-4
Relevantní internetové zdroje.
GASTON, Peter. Moderní web 1.vyd. Brno: Computer Press. 2015. 240 s. ISBN 978-80-251-4345-2
Časopisy Marketing, Marketing & media, Strategie, Direkt, Moderní řízení, Trend marketing, Marketing magazin.
JESENSKÝ, Daniel. Marketingová komunikace v místě prodeje: POP, POS, in-store, shopper marketing. Praha: Grada, 2018. 504 s. ISBN 978-80-271-0252-5.
KOTLER, Philip a kol. Marketing 4.0 Moving from Traditional to Digital. 1st edition. New Jersey: Wiley. 2017. 208 s. ISBN 1119341205

not specified

SHARP, Byron. Jak se budují značky: co obchodníci nevědí. Přeložil Petr SUMCOV. Praha: Dobrovský s.r.o, 2018. 241 s. ISBN 978-80-7390-618-4.

Teaching methods

Assessment methods

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.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2017

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)
doc. 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.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2016

Extent and Intensity

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

Teacher(s)

Guaranteed by

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

Timetable of Seminar Groups

N_MRP/cM1PH: each odd Wednesday 17:30–18:14 S23, each odd Wednesday 18:15–19:00 S23, V. Kupec
N_MRP/cM2PH: each even Wednesday 17:30–18:14 S13, each even Wednesday 18:15–19:00 S13, V. Kupec
N_MRP/cRMO: each even Monday 14:00–14:44 M14, each even Monday 14:45–15:30 M14, except Mon 12. 12. ; and Mon 5. 12. 14:00–15:30 M14, N. Petrů
N_MRP/cR1PH: each odd Thursday 15:45–16:29 S14, each odd Thursday 16:30–17:15 S14, N. Petrů
N_MRP/cR2PH: each odd Thursday 14:00–14:44 S14, each odd Thursday 14:45–15:30 S14, N. Petrů
N_MRP/pMPH: Thu 12:15–12:59 S01, Thu 13:00–13:45 S01, N. Petrů
N_MRP/pRMO: each even Monday 10:30–11:14 M14, each even Monday 11:15–12:00 M14, each even Monday 12:15–12:59 M14, each even Monday 13:00–13:45 M14, except Mon 12. 12. ; and Mon 5. 12. 10:30–13:45 M14, N. Petrů
N_MRP/pRPH: Thu 10:30–11:14 S32, Thu 11:15–12:00 S32, N. Petrů
N_MRP/uMPH: Tue 11. 10. 14:00–15:30 S23, 15:45–17:15 S23, Tue 22. 11. 14:00–15:30 S11, Tue 20. 12. 14:00–15:30 S11, 15:45–17:15 S11, N. Petrů
N_MRP/uRPH: Tue 4. 10. 14:00–15:30 S01, 15:45–17:15 S01, Tue 11. 10. 15:45–17:15 S01, 17:30–19:00 S01, Tue 22. 11. 15:45–17:15 S01, N. Petrů
N_MRP/vMMO: Fri 30. 9. 14:00–15:30 M15, Fri 14. 10. 14:00–15:30 M25, Fri 11. 11. 14:00–15:30 M15, Fri 25. 11. 14:00–15:30 M15, Fri 9. 12. 14:00–15:30 M15, N. Petrů
N_MRP/vMPH: Fri 14. 10. 15:45–17:15 S24, 17:30–19:00 S24, Fri 11. 11. 17:30–19:00 S24, Sat 26. 11. 9:45–11:15 S24, 11:30–13:00 S24, K. Havlíček
N_MRP/vRMO: Fri 30. 9. 15:45–17:15 M15, Fri 14. 10. 15:45–17:15 M22, Fri 11. 11. 15:45–17:15 M15, Fri 25. 11. 15:45–17:15 M15, Fri 9. 12. 15:45–17:15 M15, N. Petrů
N_MRP/vRPH: Sat 1. 10. 9:45–11:15 S23, 11:30–13:00 S23, Sat 15. 10. 9:45–11:15 S23, 11:30–13:00 S23, Fri 25. 11. 19:15–20:45 S01, 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

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

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

not specified

Relevantní internetové zdroje.

Teaching methods

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.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2015

Extent and Intensity

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

Teacher(s)

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

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

Assessment methods

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.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2014

Extent and Intensity

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

Teacher(s)

Mgr. Stanislava Borejová (seminar tutor)
doc. Ing. Karel Havlíček, Ph.D., MBA (seminar tutor)
doc. Ing. Milan Kašík, CSc. (seminar tutor)
doc. PhDr. Ing. Václav Kupec, Ph.D. (seminar tutor)
Ing. Eva Matoušková (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/cMRMO: each odd Monday 12:15–12:59 M17, each odd Monday 13:00–13:45 M17, S. Borejová
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 Tuesday 8:45–9:29 S14, each odd Tuesday 9:30–10:15 S14, N. Petrů
N_MRP/cR1PH: each odd Tuesday 12:15–12:59 S11, each odd Tuesday 13:00–13:45 S11, N. Petrů
N_MRP/cR2PH: each odd Monday 17:30–18:14 S14, each odd Monday 18:15–19:00 S14, V. Kupec
N_MRP/cR3PH: each odd Monday 19:15–19:59 S14, each odd Monday 20:00–20:45 S14, V. Kupec
N_MRP/pMPH: Thu 8:45–9:29 S01, Thu 9:30–10:15 S01, M. Kašík
N_MRP/pMRMO: Mon 10:30–11:14 M17, Mon 11:15–12:00 M17, N. Petrů
N_MRP/pRPH: Thu 10:30–11:14 S01, Thu 11:15–12:00 S01, M. Kašík
N_MRP/uMPH: Tue 30. 9. 14:00–15:30 S26, Tue 14. 10. 14:00–15:30 S26, Tue 21. 10. 15:45–17:15 S23, 17:30–19:00 S23, Tue 4. 11. 14:00–15:30 S26, M. Kašík
N_MRP/uRPH: Tue 30. 9. 15:45–17:15 S24, Tue 7. 10. 15:45–17:15 S24, Tue 14. 10. 15:45–17:15 S26, Tue 21. 10. 14:00–15:30 S26, Tue 4. 11. 15:45–17:15 S26, M. Kašík
N_MRP/vMRMO: Sat 4. 10. 9:45–11:15 M01, 11:30–13:00 M01, Sat 18. 10. 9:45–11:15 M01, 11:30–13:00 M01, Sat 29. 11. 9:45–11:15 M01, N. Petrů
N_MRP/vM2PH: Sat 11. 10. 8:00–9:30 S23, Fri 24. 10. 15:30–17:00 S23, 17:15–18:45 S23, Fri 7. 11. 15:30–17:00 S23, 17:15–18:45 S23, K. Havlíček
N_MRP/vM3PH: Sat 11. 10. 9:45–11:15 S24, 11:30–13:00 S24, Sat 25. 10. 8:00–9:30 S23, Fri 21. 11. 15:30–17:00 S21, Sat 22. 11. 8:00–9:30 S24, K. Havlíček
N_MRP/vRKL: Fri 26. 9. 15:30–17:00 K312, 17:15–18:45 K312, Fri 31. 10. 13:45–15:15 K312, Fri 7. 11. 13:45–15:15 K312, 15:30–17:00 K312, E. Matoušková
N_MRP/vR2PH: Sat 25. 10. 9:45–11:15 S11, 11:30–13:00 S11, Sat 8. 11. 9:45–11:15 S11, 11:30–13:00 S11, Fri 21. 11. 17:15–18:45 S11, K. Havlíček
N_MRP/vR3PH: Sat 8. 11. 8:00–9:30 S21, Sat 22. 11. 9:45–11:15 S21, 11:30–13:00 S21, Sat 6. 12. 9:45–11:15 S21, 11:30–13:00 S21, 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

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. 2. aktualizované vydání. Praha: Vysoká škola finanční a správní, 2012. Edice EUPRESS. ISBN 978-80-7408-060-9.
PETRŮ,N. Marketingové řízení podniků - diskurs podnikové praxe: Prováděcí analýzy-případové studie-příklady a návody. 1.vydání. Praha: Vysoká škola finanční a správní, 2012. Edice EUPRESS. ISBN 978-80-7408-072-2.
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

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

not specified

Relevantní internetové zdroje.

Teaching methods

Assessment methods

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.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2013

Extent and Intensity

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

Teacher(s)

doc. Ing. Milan Kašík, CSc. (lecturer)
doc. Ing. Karel Havlíček, Ph.D., MBA (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 Thursday 10:30–11:14 M27, each odd Thursday 11:15–12:00 M27, N. Petrů
N_MRP/cM1PH: each odd Tuesday 8:45–9:29 S14, each odd Tuesday 9:30–10:15 S14, N. Petrů
N_MRP/cM2PH: each odd Tuesday 10:30–11:14 S14, each odd Tuesday 11:15–12:00 S14, N. Petrů
N_MRP/cM3PH: each odd Tuesday 12:15–12:59 S14, each odd Tuesday 13:00–13:45 S14, N. Petrů
N_MRP/cRMO: each odd Thursday 12:15–12:59 M27, each odd Thursday 13:00–13:45 M27, N. Petrů
N_MRP/cR1PH: each odd Wednesday 10:30–11:14 S14, each odd Wednesday 11:15–12:00 S14, N. Petrů
N_MRP/cR2PH: each even Wednesday 10:30–11:14 S14, each even Wednesday 11:15–12:00 S14, N. Petrů
N_MRP/cR3PH: each odd Wednesday 12:15–12:59 S14, each odd Wednesday 13:00–13:45 S14, N. Petrů
N_MRP/pMPH: Thu 8:45–9:29 S01, Thu 9:30–10:15 S01, M. Kašík
N_MRP/pMRMO: each even Thursday 10:30–11:14 M14, each even Thursday 11:15–12:00 M14, each even Thursday 12:15–12:59 M14, each even Thursday 13:00–13:45 M14, N. Petrů
N_MRP/pRPH: Thu 10:30–11:14 S01, Thu 11:15–12:00 S01, M. Kašík
N_MRP/uM1aPH: Tue 1. 10. 14:00–15:30 S21, Tue 15. 10. 14:00–15:30 S23, Tue 19. 11. 14:00–15:30 S23, Tue 3. 12. 14:00–15:30 S23, Tue 10. 12. 14:00–15:30 S23, M. Kašík
N_MRP/uM1bPH: Tue 1. 10. 17:30–19:00 S21, 19:15–20:45 S21, Tue 29. 10. 14:00–15:30 S14, 15:45–17:15 S14, Tue 26. 11. 17:30–19:00 S21, K. Havlíček
N_MRP/uR1aPH: Tue 8. 10. 14:00–15:30 S24, Tue 22. 10. 14:00–15:30 S24, Tue 26. 11. 14:00–15:30 S24, 15:45–17:15 S24, Tue 17. 12. 14:00–15:30 S24, M. Kašík
N_MRP/uR1bPH: Tue 5. 11. 17:30–19:00 S23, Tue 12. 11. 19:15–20:45 S23, Tue 3. 12. 19:15–20:45 S23, Tue 10. 12. 15:45–17:15 S23, 17:30–19:00 S23, K. Havlíček
N_MRP/vMPH: Fri 18. 10. 15:30–17:00 S21, Fri 1. 11. 15:30–17:00 S32, Fri 15. 11. 17:15–18:45 S21, Fri 29. 11. 15:30–17:00 S23, 17:15–18:45 S23, K. Havlíček
N_MRP/vMRKL: Fri 4. 10. 15:30–17:00 K211, 17:15–18:45 K211, Fri 18. 10. 17:15–18:45 K211, Fri 1. 11. 13:45–15:15 K211, 15:30–17:00 K211, N. Petrů
N_MRP/vMRMO: Fri 11. 10. 12:00–13:30 M14, 13:45–15:15 M14, Fri 8. 11. 12:00–13:30 M14, 13:45–15:15 M14, Fri 22. 11. 12:00–13:30 M14, N. Petrů
N_MRP/vR2PH: Sat 19. 10. 9:45–11:15 S23, 11:30–13:00 S23, Sat 2. 11. 9:45–11:15 S23, 11:30–13:00 S23, Fri 15. 11. 15:30–17:00 S23, K. Havlíček
N_MRP/vR3PH: Sat 5. 10. 9:45–11:15 S26, 11:30–13:00 S26, Fri 18. 10. 17:15–18:45 S26, Sat 16. 11. 9:45–11:15 S26, 11:30–13:00 S26, K. Havlíček

Prerequisites

Completion of the subject The Marketing Basics (Introduction to Marketing) (1/) and the subject Customer Relationship Management (2/1) as part of the Bachelor studies at VŠFS, or self-study of the above mentioned issues in literature – the textbook published by VŠFS or other (in the rare case of students from other schools). The mastering of basic concepts and definitions of marketing and CRM. The subject is open to students of all branches.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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. 2. aktualizované vydání. Praha: Vysoká škola finanční a správní, 2012. Edice EUPRESS. ISBN 978-80-7408-060-9.
PETRŮ,N. Marketingové řízení podniků - diskurs podnikové praxe: Prováděcí analýzy-případové studie-příklady a návody. 1.vydání. Praha: Vysoká škola finanční a správní, 2012. Edice EUPRESS. ISBN 978-80-7408-072-2.
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

FREY,P. Marketingová komunikace: to nejlepší z nových trendů. Praha: Management Press, s.r.o., 2008. ISBN 978-80-7261-160-7.
LEVINSON,J.C.. Guerilla marketing. Brno: Computer Press,a.s., 2009. ISBN 978-80-251-2472-7.
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.
TIDD,J. BESSANT,J., PAVITT,K. Řízení inovací. Brno: Computer Press, a.s., 2007. ISBN 978-80-251-1466-X.
PŘIKRYLOVÁ,J., JAHODOVÁ,H. Moderní marketingová komunikace. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3622-8.
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.
BLAŽKOVÁ,M. Marketingové řízení a plánování pro malé a střední firmy. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1535-3.
JAKUBÍKOVÁ,D. Marketing v cestovním ruchu. Praha: Grada Publishing,a.s., 2009. ISBN 978-80-247-3247-3.
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.
SRPOVÁ,J., ŘEHOŘ,V. Základy podnikání. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3339-5.
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. Strategický marketing. Praha: Grada Publishing,a.s., 2008. ISBN 978-80-247-2690-8.
Časopisy Marketing, Marketing & media, Strategie, Direkt, Moderní řízení, Trend marketing, Marketing magazin.
KOZEL,R. Moderní marketingový výzkum. Praha: Grada Publishing, a.s., 2006. ISBN 80-247-0966-X.
KOTLER,P., WONG,V., SAUNDERS,J., ARMSTRONG,G. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2.
STORBACK,K., LEHTINEN,J. Řízení vztahů se zákazníky. Praha: Grada Publishing, a.s., 2002.

not specified

Relevantní internetové zdroje.

Teaching methods

Assessment methods

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2012, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2012

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)
Ing. Eva Matoušková (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. Mgr. Dina Riegerová

Timetable of Seminar Groups

N_MRP/cMMO: each even Wednesday 12:15–12:59 M14, each even Wednesday 13:00–13:45 M14, N. Petrů
N_MRP/cM1PH: each even Thursday 12:15–12:59 S24, each even Thursday 13:00–13:45 S24, N. Petrů
N_MRP/cM2PH: each odd Thursday 12:15–12:59 S24, each odd Thursday 13:00–13:45 S24, N. Petrů
N_MRP/cM3PH: each odd Thursday 14:00–14:44 S24, each odd Thursday 14:45–15:30 S24, N. Petrů
N_MRP/cRMO: each odd Wednesday 12:15–12:59 M17, each odd Wednesday 13:00–13:45 M17, N. Petrů
N_MRP/cR1PH: each odd Tuesday 8:45–9:29 S26, each odd Tuesday 9:30–10:15 S26, N. Petrů
N_MRP/cR2PH: each even Thursday 14:00–14:44 S24, each even Thursday 14:45–15:30 S24, N. Petrů
N_MRP/cR3PH: each odd Tuesday 10:30–11:14 S34, each odd Tuesday 11:15–12:00 S34, N. Petrů
N_MRP/pMPH: Thu 8:45–9:29 S01, Thu 9:30–10:15 S01, M. Kašík
N_MRP/pMRMO: Wed 10:30–11:14 M14, Wed 11:15–12:00 M14, N. Petrů
N_MRP/pRPH: Thu 10:30–11:14 S01, Thu 11:15–12:00 S01, M. Kašík
N_MRP/uM1aPH: Tue 2. 10. 15:45–17:15 S21, Tue 9. 10. 15:45–17:15 S21, Tue 16. 10. 14:00–15:30 S21, 15:45–17:15 S21, Tue 30. 10. 15:45–17:15 S21, M. Kašík
N_MRP/uM1bPH: Tue 30. 10. 17:30–19:00 S26, Tue 6. 11. 17:30–19:00 S26, Tue 20. 11. 17:30–19:00 S26, 19:15–20:45 S26, Tue 27. 11. 17:30–19:00 S26, N. Petrů
N_MRP/uRPH: Tue 30. 10. 14:00–15:30 S36, Tue 6. 11. 14:00–15:30 S26, 15:45–17:15 S26, Tue 13. 11. 14:00–15:30 S36, Tue 20. 11. 14:00–15:30 S36, M. Kašík
N_MRP/vMKL: Fri 26. 10. 13:45–15:15 K212, 15:30–17:00 K212, Fri 2. 11. 13:45–15:15 K205, 15:30–17:00 K205, Fri 9. 11. 17:15–18:45 K311, N. Petrů
N_MRP/vMMO: Fri 19. 10. 12:00–13:30 M21, 13:45–15:15 M21, Sat 20. 10. 9:45–11:15 M14, Fri 4. 1. 12:00–13:30 M25, 13:45–15:15 M25, N. Petrů
N_MRP/vM2PH: Sat 6. 10. 9:45–11:15 S11, 11:30–13:00 S11, Fri 19. 10. 17:15–18:45 S11, 19:00–20:30 S11, Fri 2. 11. 15:30–17:00 S11, K. Havlíček
N_MRP/vM3PH: Sat 6. 10. 8:00–9:30 S23, Sat 20. 10. 9:45–11:15 S23, 11:30–13:00 S23, Fri 23. 11. 17:15–18:45 S23, Sat 24. 11. 8:00–9:30 S23, K. Havlíček
N_MRP/vRKL: Fri 12. 10. 13:45–15:15 K212, 15:30–17:00 K212, Fri 23. 11. 17:15–18:45 K311, Fri 30. 11. 13:45–15:15 K311, 15:30–17:00 K311, N. Petrů
N_MRP/vRMO: Fri 19. 10. 15:30–17:00 M14, 17:15–18:45 M14, Sat 20. 10. 8:00–9:30 M14, Fri 7. 12. 12:00–13:30 M24, 13:45–15:15 M24, N. Petrů
N_MRP/vR2PH: Sat 24. 11. 9:45–11:15 S26, 11:30–13:00 S26, Fri 7. 12. 15:30–17:00 S26, Sat 5. 1. 9:45–11:15 S26, 11:30–13:00 S26, K. Havlíček
N_MRP/vR3PH: Fri 5. 10. 12:00–13:30 S32, 13:45–15:15 S32, Fri 2. 11. 17:15–18:45 S32, Sat 3. 11. 8:00–9:30 S32, Fri 7. 12. 17:15–18:45 S32, K. Havlíček
N_MRP/vR4PH: Fri 23. 11. 13:45–15:15 S21, 15:30–17:00 S21, Fri 7. 12. 13:45–15:15 S21, Fri 4. 1. 15:30–17:00 S21, 17:15–18:45 S21, K. Havlíček

Prerequisites

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

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. 2. aktualizované vydání. Praha: Vysoká škola finanční a správní, 2012. Edice EUPRESS. ISBN 978-80-7408-060-9.
PETRŮ,N. Marketingové řízení podniků - diskurs podnikové praxe: Prováděcí analýzy-případové studie-příklady a návody. 1.vydání. Praha: Vysoká škola finanční a správní, 2012. Edice EUPRESS. ISBN 978-80-7408-072-2.
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

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

not specified

Relevantní internetové zdroje.

Teaching methods

Assessment methods

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

The course is also listed under the following terms Winter 2010, Winter 2011, summer 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
summer 2012

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)
Ing. Eva Matoušková (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: Mgr. Kateřina Pittnerová

Prerequisites (in Czech)

Absolvování studijního předmětu Základy (Úvod) do marketingu a předmětu Řízení vztahů se zákazníky – v případě studia Bc na VŠFS, nebo nastudování uvedené problematiky z literatury – skript vydaných na VŠFS nebo jiné (pro studenty z jiných VŠ) Znalost základních pojmů a definic marketingu

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Cílem předmětu je ukázat vliv moderního vztahového marketingu (řízení vztahů se zákazníky) na změny v řízení a organizaci podnikových a obchodních aktivit. Objasnit základní změnu, kterou je přežití klasického transakčního marketingu a jeho nahrazení zákaznickou koncepcí, kdy o výrobkovém portfóliu rozhodují potřeby, tužby, přání a požadavky zákazníků, a to v reálném, ale zejména v budoucím čase. Tyto změny jsou vyvolány globální hyperkonkurencí a proto je věnována pozornost i základním charakteristikám tohoto procesu, kdy nabídka mnohonásobně převyšuje poptávku. Kurz vychází z praktické definice marketingu, který představuje způsob, jak sladit to, co potřebuje a chce vnější svět (zákazníci) s posláním, cíli a zdroji podniku. Posluchači se seznámí s analytickými nástroji, jak poznat vnitřní, blízké a vzdálené prostředí včetně konkurence. Východiskem pro pochopení vztahového marketingu je seznámení s koloběhem a chápáním hodnot mezi podnikem (organizací) a zákazníkem. Dále je důraz kladen na pochopení a typologii zákazníka jako uživatele hodnot, budování hodnotového vztahu s ním, moderní postupy zákaznické segmentace a stanovení segmentačních proměnných. V závěru je udělán exkurz do problematiky marketingové komunikace a jejich jednotlivých nástrojů. Ojedinělým výkladem je základní výběr médií pro marketingový mix z hlediska jejich efektivity včetně základních metrik jejího určování. Absolventi předmětu by měli umět sestavit kvalifikovaný marketingový mix včetně základních rozpočtových rámců. Jako bonus je možno ukázat tvorbu mediálního mixu jako finančně nejnákladnější části marketingového rozpočtu. Veškerý výklad je aplikován na prostředí malých a středních podniků, kdy marketing se stává jedním z hlavních a určujících řídících podnikových procesů. Proto součástí výkladu je obeznámení s řízením obchodních aktivit (případů, prodejů, pohledávek), s rolí marketingových útvarů, s tvorbou marketingové politiky, strategie a plánu podniku. Stranou nezůstanou otázky elektronického obchodování a marketingu, virálního marketingu a dalších specifických marketinkových prostředků v soudobé teorii a praxi.

Syllabus (in Czech)

PŘEDNÁŠKA 1: Historické kořeny transakčního marketingu a příčiny jeho vyčerpání. Ekonomická podstata, pojetí a fungování vztahového marketingu v globální hyperkonkurenci. Porovnání obou marketingových konceptů. PŘEDNÁŠKA 2: Proces výměny hodnot mezi organizací a zákazníkem. Zboží a služby. Marketingový produkt. Trhy zákaznické a průmyslové. Vnitřní, blízké a vzdálené okolí – nástroje analýzy. PŘEDNÁŠKA 3: Cena a náklady. Vztah kvality a cenových strategií při řízení zákaznických vztahů. Zákaznický komfort. Inovační marketing. PŘEDNÁŠKA 4: Typologie zákazníků a zainteresovaných osob. Upevňování a rozvíjení jejich vztahu k podniku a produktům. Značka jako zákaznické pouto. Segmentační proměnné a segmentační modely. PŘEDNÁŠKA 5: Řízení zákaznických vztahů. Funkčnost a emoce. Zásady řízení vztahů se zákazníky. Strategie vztahů, jejich navázání, strukturování a rozvíjení. Ukončení zákaznického vztahu. PŘEDNÁŠKA 6: Vliv relačního marketingu na změny v organizaci a řízení. Marketingové plánování a marketingové strategie, obchodní a marketingové cíle. PŘEDNÁŠKA 7: Situační analýza v marketingu. Portfólio analýza – její modifikace a užití. PŘEDNÁŠKA 8: Řízení marketingových informací. Marketingový výzkum trhu a marketingové plánování. PŘEDNÁŠKA 9: Význam a tvorba marketingových mixů pro marketingové plánování a řízení podniku. Rozdíly v pojetí mixu produktového (typ P) a zákaznického (typ C), jejich praktická realizace. Vztah životního cyklu produktu a marketingové kampaně jako součást Promotion (Communication) a součást marketingových plánů. PŘEDNÁŠKA 10: Základní modely komunikace. Externí a interní komunikace. Marketingová komunikace. Nástroje marketingové komunikace a jejich integrované působení. PŘEDNÁŠKA 11: Media relations a typologie médií. Historie a současnost PR. Reklama – způsoby výběru reklamního nosiče, její zadávání a hodnocení v podniku. Efektivní sestavování mediálního mixu. PŘEDNÁŠKA 12: Nové technologie a internetový marketing. PŘEDNÁŠKA 13: Překážky v řízení a organizaci podniku bránící úspěšnému marketingu

Literature

required literature

Marketing při utváření podnikové strategie. M. Kašík, K. Havlíček, Praha: VŠFS – EUPRESS, 2009. ISBN: 978-80-7408-022-7
Marketingové řízení zahraničního obchodu. K. Havlíček, M. Kašík, Praha: VŠFS – EUPRESS, 2008. ISBN: 80-86754-67-7
Marketingové řízení malých a středních podniků. K. Havlíček, M. Kašík, Praha: Management Press, 2005. ISBN: 80-7261-120-8

recommended literature

Základy marketingu. E. J. McCarthy, W. D. Perreault, Jr., 1. vydání, Praha: Victoria Publishing, 1995
Public relations – praxe komunikace s veřejností. P. Němec, Praha: Management Press, 1996
Marketing Management. P. Kotler, Praha: Grada Publishing, Praha 2000
Moderní marketing. P. Smith, 1. vydání. Praha: Computer Press, 2000
Kategorizace podnikových cílů (Reklama a podpora prodeje). Gerard J. Tellis, Praha: Grada Publishing, 2002
Český odborný tisk. M. Kašík, 1. vydání. Praha: UVDT, 2002
Marketingová komunikace. Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh, Praha: Grada Publishing, 2003
Průzkum trhu. P. Hague, 1. vydání. Praha: Computer Press, 2003
Marketing. J. Boučková a kol., 1. vydání. Praha: C.H. Beck, 2003
Marketing. P. Kotler, Praha: Grada Publishing, Praha 2004.
Inovativní marketing. P. Kotler, Praga: Grada Publishing, 2005
Public relations (komunikace organizací). J. Černá, M. Kašík, V. Kunz, Praha: VŠFS-EUPRESS, 2006 ISBN: 80-86754-65-0

Teaching methods (in Czech)

Základní přednášky s převahou praktických aplikací a implementací v podnikové a agenturní sféře (2 hod/týdně) Cvičení formou případových studií a praktických aplikací se zapojováním studentů (1 hod/týdně) Pozn.: režim přednášky /cvičení bude dohodnut na první přednášce

Assessment methods (in Czech)

Zápočtový resp. zkouškový test Na jeho základě ústní zkouška v případě jeho úspěšného zvládnutí

Language of instruction

Czech

Further comments (probably available only in Czech)

Information on completion of the course: ISP
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 10 hodin KS/semestr.

The course is also listed under the following terms Winter 2010, Winter 2011, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2011

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)
Ing. Eva Matoušková (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: Mgr. Kateřina Pittnerová

Timetable of Seminar Groups

N_MRP/cMMO: each odd Monday 14:00–14:44 M16, each odd Monday 14:45–15:30 M16, N. Petrů
N_MRP/cM1PH: each odd Tuesday 8:45–9:29 S11, each odd Tuesday 9:30–10:15 S11, N. Petrů
N_MRP/cM2PH: each odd Tuesday 12:15–12:59 S23, each odd Tuesday 13:00–13:45 S23, N. Petrů
N_MRP/cM3PH: each even Thursday 12:15–12:59 S11, each even Thursday 13:00–13:45 S11, N. Petrů
N_MRP/cRMO: each even Monday 15:45–16:29 M26, each even Monday 16:30–17:15 M26, E. Matoušková
N_MRP/cR1PH: each even Thursday 8:45–9:29 S11, each even Thursday 9:30–10:15 S11, N. Petrů
N_MRP/cR2PH: each odd Tuesday 10:30–11:14 S36, each odd Tuesday 11:15–12:00 S36, N. Petrů
N_MRP/cR3PH: each odd Wednesday 10:30–11:14 S21, each odd Wednesday 11:15–12:00 S21, N. Petrů
N_MRP/pMMO: Mon 10:30–11:14 M14, Mon 11:15–12:00 M14, N. Petrů
N_MRP/pMPH: Wed 12:15–12:59 E306, Wed 13:00–13:45 E306, M. Kašík
N_MRP/pRMO: Mon 14:00–14:44 M26, Mon 14:45–15:30 M26, E. Matoušková
N_MRP/pRPH: Wed 8:45–9:29 S32, Wed 9:30–10:15 S32, M. Kašík
N_MRP/uM1aPH: Tue 25. 10. 15:45–17:15 E228, 17:30–19:00 E228, Tue 1. 11. 15:45–17:15 E228, Tue 8. 11. 14:00–15:30 S32, Tue 15. 11. 14:00–15:30 S32, M. Kašík
N_MRP/uM1bPH: Tue 4. 10. 17:30–19:00 S26, Tue 11. 10. 14:00–15:30 S26, 15:45–17:15 S26, Tue 18. 10. 15:45–17:15 E227, Tue 1. 11. 14:00–15:30 E227, M. Kašík
N_MRP/uRPH: Tue 8. 11. 15:45–17:15 S24, Tue 15. 11. 15:45–17:15 S24, Tue 6. 12. 14:00–15:30 S24, 15:45–17:15 S24, Tue 13. 12. 15:45–17:15 S24, M. Kašík
N_MRP/vMMO: Fri 7. 10. 15:30–17:00 M24, Fri 21. 10. 13:45–15:15 M22, 15:30–17:00 M22, Fri 11. 11. 13:45–15:15 M24, 15:30–17:00 M24, N. Petrů
N_MRP/vMRKL: Fri 4. 11. 17:15–18:45 K303, 19:00–20:30 K303, Fri 18. 11. 13:45–15:15 K205, 15:30–17:00 K205, Fri 2. 12. 17:15–18:45 K205, N. Petrů
N_MRP/vM2PH: Fri 7. 10. 15:30–17:00 S21, 17:15–18:45 S21, Sat 22. 10. 11:30–13:00 S21, Fri 11. 11. 17:15–18:45 S21, Sat 26. 11. 8:00–9:30 S21, K. Havlíček
N_MRP/vM3PH: Sat 22. 10. 8:00–9:30 S23, 9:45–11:15 S23, Fri 11. 11. 15:30–17:00 S23, Sat 26. 11. 9:45–11:15 S23, 11:30–13:00 S23, K. Havlíček
N_MRP/vRMO: Sat 8. 10. 9:45–11:15 M27, 11:30–13:00 M27, 14:00–15:30 M27, Fri 25. 11. 12:00–13:30 M27, 13:45–15:15 M27, E. Matoušková
N_MRP/vR2PH: Sat 8. 10. 14:00–15:30 S26, Fri 21. 10. 17:15–18:45 S26, Sat 12. 11. 8:00–9:30 S26, 9:45–11:15 S26, 14:00–15:30 S01, K. Havlíček
N_MRP/vR3PH: Sat 8. 10. 15:45–17:15 S32, Fri 21. 10. 13:45–15:15 S32, 15:30–17:00 S32, Sat 12. 11. 11:30–13:00 S32, 14:00–15:30 S01, K. Havlíček

Prerequisites (in Czech)

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Syllabus (in Czech)

PŘEDNÁŠKA 1: Historické kořeny transakčního marketingu a příčiny jeho vyčerpání. Ekonomická podstata, pojetí a fungování vztahového marketingu v globální hyperkonkurenci. Porovnání obou marketingových konceptů. PŘEDNÁŠKA 2: Proces výměny hodnot mezi organizací a zákazníkem. Zboží a služby. Marketingový produkt. Trhy zákaznické a průmyslové. Vnitřní, blízké a vzdálené okolí – nástroje analýzy. PŘEDNÁŠKA 3: Cena a náklady. Vztah kvality a cenových strategií při řízení zákaznických vztahů. Zákaznický komfort. Inovační marketing. PŘEDNÁŠKA 4: Typologie zákazníků a zainteresovaných osob. Upevňování a rozvíjení jejich vztahu k podniku a produktům. Značka jako zákaznické pouto. Segmentační proměnné a segmentační modely. PŘEDNÁŠKA 5: Řízení zákaznických vztahů. Funkčnost a emoce. Zásady řízení vztahů se zákazníky. Strategie vztahů, jejich navázání, strukturování a rozvíjení. Ukončení zákaznického vztahu. PŘEDNÁŠKA 6: Vliv relačního marketingu na změny v organizaci a řízení. Marketingové plánování a marketingové strategie, obchodní a marketingové cíle. PŘEDNÁŠKA 7: Situační analýza v marketingu. Portfólio analýza – její modifikace a užití. PŘEDNÁŠKA 8: Řízení marketingových informací. Marketingový výzkum trhu a marketingové plánování. PŘEDNÁŠKA 9: Význam a tvorba marketingových mixů pro marketingové plánování a řízení podniku. Rozdíly v pojetí mixu produktového (typ P) a zákaznického (typ C), jejich praktická realizace. Vztah životního cyklu produktu a marketingové kampaně jako součást Promotion (Communication) a součást marketingových plánů. PŘEDNÁŠKA 10: Základní modely komunikace. Externí a interní komunikace. Marketingová komunikace. Nástroje marketingové komunikace a jejich integrované působení. PŘEDNÁŠKA 11: Media relations a typologie médií. Historie a současnost PR. Reklama – způsoby výběru reklamního nosiče, její zadávání a hodnocení v podniku. Efektivní sestavování mediálního mixu. PŘEDNÁŠKA 12: Nové technologie a internetový marketing. PŘEDNÁŠKA 13: Překážky v řízení a organizaci podniku bránící úspěšnému marketingu

Literature

required literature

Marketing při utváření podnikové strategie. M. Kašík, K. Havlíček, Praha: VŠFS – EUPRESS, 2009. ISBN: 978-80-7408-022-7
Marketingové řízení zahraničního obchodu. K. Havlíček, M. Kašík, Praha: VŠFS – EUPRESS, 2008. ISBN: 80-86754-67-7
Marketingové řízení malých a středních podniků. K. Havlíček, M. Kašík, Praha: Management Press, 2005. ISBN: 80-7261-120-8

recommended literature

Základy marketingu. E. J. McCarthy, W. D. Perreault, Jr., 1. vydání, Praha: Victoria Publishing, 1995
Public relations – praxe komunikace s veřejností. P. Němec, Praha: Management Press, 1996
Marketing Management. P. Kotler, Praha: Grada Publishing, Praha 2000
Moderní marketing. P. Smith, 1. vydání. Praha: Computer Press, 2000
Kategorizace podnikových cílů (Reklama a podpora prodeje). Gerard J. Tellis, Praha: Grada Publishing, 2002
Český odborný tisk. M. Kašík, 1. vydání. Praha: UVDT, 2002
Marketingová komunikace. Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh, Praha: Grada Publishing, 2003
Průzkum trhu. P. Hague, 1. vydání. Praha: Computer Press, 2003
Marketing. J. Boučková a kol., 1. vydání. Praha: C.H. Beck, 2003
Marketing. P. Kotler, Praha: Grada Publishing, Praha 2004.
Inovativní marketing. P. Kotler, Praga: Grada Publishing, 2005
Public relations (komunikace organizací). J. Černá, M. Kašík, V. Kunz, Praha: VŠFS-EUPRESS, 2006 ISBN: 80-86754-65-0

Teaching methods (in Czech)

Assessment methods (in Czech)

Zápočtový resp. zkouškový test Na jeho základě ústní zkouška v případě jeho úspěšného zvládnutí

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.

The course is also listed under the following terms Winter 2010, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

N_MRP Marketing Company Management

University of Finance and Administration
Winter 2010

Extent and Intensity

2/0. 6 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)
doc. Ing. Anna Klosová, CSc. (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: Mgr. Kateřina Pittnerová

Timetable of Seminar Groups

N_MRP/pMMO: Tue 10:30–11:14 M26, Tue 11:15–12:00 M26, A. Klosová
N_MRP/pMPH: Thu 8:45–9:29 E007KC, Thu 9:30–10:15 E007KC, M. Kašík
N_MRP/uM1aPH: Tue 5. 10. 14:00–15:30 S11, Tue 12. 10. 15:45–17:15 S11, Tue 26. 10. 14:00–15:30 S11, 15:45–17:15 S11, N. Petrů
N_MRP/uM1bPH: Tue 12. 10. 17:30–19:00 S13, Tue 19. 10. 17:30–19:00 S13, Tue 2. 11. 14:00–15:30 S13, 15:45–17:15 S13, N. Petrů
N_MRP/vMKL: Fri 15. 10. 13:45–15:15 K212, 15:30–17:00 K212, Fri 10. 12. 13:45–15:15 K205, 15:30–17:00 K205, N. Petrů
N_MRP/vMMO: Sat 13. 11. 8:00–9:30 M24, 9:45–11:15 M24, Sat 27. 11. 8:00–9:30 M24, 9:45–11:15 M24, A. Klosová
N_MRP/vM2PH: Sat 13. 11. 11:30–13:00 S13, Sat 27. 11. 11:30–13:00 S13, Sat 11. 12. 14:00–15:30 S13, 15:45–17:15 S13, K. Havlíček
N_MRP/vM3PH: Sat 27. 11. 9:45–11:15 S26, Sat 11. 12. 11:30–13:00 S26, Fri 7. 1. 12:00–13:30 S26, 13:45–15:15 S26, K. Havlíček

Prerequisites (in Czech)

Předpoklady: Zvládnutí základů rozpočtování a porozumění kapitálové struktuře podniku.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives (in Czech)

Syllabus (in Czech)

PŘEDNÁŠKA 7: Situační analýza v marketingu. Portfólio analýza – její modifikace a užití. PŘEDNÁŠKA 8: Řízení marketingových informací. Marketingový výzkum trhu a marketingové plánování. PŘEDNÁŠKA 9: Význam a tvorba marketingových mixů pro marketingové plánování a řízení podniku. Rozdíly v pojetí mixu produktového (typ P) a zákaznického (typ C), jejich praktická realizace. Vztah životního cyklu produktu a marketingové kampaně jako součást Promotion (Communication) a součást marketingových plánů. PŘEDNÁŠKA 10: Základní modely komunikace. Externí a interní komunikace. Marketingová komunikace. Nástroje marketingové komunikace a jejich integrované působení. PŘEDNÁŠKA 11: Media relations a typologie médií. Historie a současnost PR. Reklama – způsoby výběru reklamního nosiče, její zadávání a hodnocení v podniku. Efektivní sestavování mediálního mixu. PŘEDNÁŠKA 12: Nové technologie a internetový marketing. PŘEDNÁŠKA 13: Překážky v řízení a organizaci podniku bránící úspěšnému marketingu.

Assessment methods (in Czech)

Vyučující metody: Výuka bude probíhat na bázi přednášek, v rámci kterých bude teorie doplňována praktickými příklady, na základě kterých si posluchač vytvoří představu o faktické úloze manažerů v podnikovém řízení. Metody hodnocení: předmět je ukončen zkouškou. Podmínky pro zakončení předmětu budou sděleny na přednáškách.

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: 8 hodin/semestr.

The course is also listed under the following terms Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Winter 2024.

Enrolment Statistics (recent)

Course Information

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

N_MRP Marketing Company Management

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