N_UMRO Role of Marketing in Organization Management

University of Finance and Administration
Summer 2014
Extent and Intensity
2/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
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. Edita Jerie, DiS.
Timetable of Seminar Groups
N_UMRO/vAPH: Sat 15. 2. 9:45–11:15 S14, 11:30–13:00 S14, Sat 1. 3. 9:45–11:15 S14, 11:30–13:00 S14, Sat 15. 3. 9:45–11:15 S14, 11:30–13:00 S14, N. Petrů
Prerequisites
Listeners program "Applied Informatics" received the Bachelor's degree at VSFS one-semester subjects "Communication Skills", "Sociology of interpersonal relations", "the role of conflict in communication" and master study course "Personnel management". These courses are a series of basic knowledge and knowledge for successful completion of the course management role of marketing in the organization as a section and superstructure Soft skills (analytical and complex thought, art entrepreneurial thinking, communication, openness, conceptual thinking, etc.)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The master study is to apply the basic concepts into practice and specify the relationship marketing philosophy, show the specific location of these activities in management and business in general. Made by qualified excursion to understand the current relationship marketing, relationship management fundamentals show (create, build and close relationship), with an emphasis on understanding and customer typology, methods of building a relationship with him, explain the various environmental analysis and competition. Handle the issue of marketing communications and its various tools. Define the characteristics of segmentation and customer typology, point out the importance of marketing information management and marketing planning. Bring the specifics of marketing in foreign trade and the importance of managing debts. As a bonus, it is possible to show the creation of media mix as a financially costly part of the marketing budget. Graduates of this course will be after the end be able to: describe the development phase of marketing concepts, including the current concept of socially responsible marketing, CRM, explain the concept of segmentation, marketing mix tools to enumerate, analyze the market, set up a qualified marketing plan, a communication campaign including basic budgetary frameworks, use information and knowledge in an enterprise marketing management. Course objectives apply to the combined studies.
Syllabus
  • 1.New Economy as the basis for understanding the role of marketing in the organization's management 2. Development of marketing concepts 3. Marketing environment and situational analysis tools 4. Management of marketing information, market research 5. Typology of customers, stakeholders, strengthening and development of their relationship to the company and product. Mark as customer bond. 6. The meaning and creation of marketing mixes for marketing planning company. 7. Basic models of communication. 8. Media relations and media typology. 9. Marketing Planning 10.Customer segmentation, segmentation variables, segmentation models 11.Customer relationship management - CRM concept. 12. Obstacles in the management and implementation of marketing in the firm
Literature
    required literature
  • 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.
  • 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.
    recommended literature
  • ZAMAZALOVÁ,M., a kol.; Marketing. Praha: C.H. BECK, 2010. ISBN 918-80-7400-115-4.
  • LEHTINEN,J. Aktivní CRM: řízení vztahů se zákazníky. Praha: Grada Publishing,a.s., 2007. ISBN 978-80-247-1814-9.
  • KOTLER,P., WONG,V., SAUNDERS,J., ARMSTRONG,G. Moderní marketing. Praha: Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2.
  • ENDERSHEIM,E. Management podle Druckera. Praha: Management Press, 2008. ISBN 978-80-7261-181-2.
  • SRPOVÁ,J., ŘEHOŘ,V. Základy podnikání. Praha: Grada Publishing, a.s., 2010. ISBN 978-80-247-3339-5.
  • KOTLER,P. 10 smrtelných marketingových hříchů - jak je rozpoznat a nespáchat. Praha: Grada Publishing, a.s., 2005. ISBN 80-247-0969-4.
  • FREY,P. Marketingová komunikace: to nejlepší z nových trendů. Praha: Management Press, s.r.o., 2008. ISBN 978-80-7261-160-7.
  • 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.
  • 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.
Teaching methods
Teaching full-time study consists of lectures and seminars (seminars): 12 hours of lectures, 6 hours of exercise. Examples, tutorials and case studies should the consultation exercise and managed to encourage their own assessment of the situation on the market, their own research and its presentation, the transfer of personal experience and knowledge to other students. In the combined form of study are taught through group consultations over controlled study mainstays. The learning theory will be supplemented by practical examples on which the listener an idea of ​​the role of marketing in organizational management. Participation will require a certain level of preparedness of students following the curriculum of each concentration to allow qualified discussion on existing topics.
Assessment methods
Course is successfully oral examination. Login to test for full-time and part-time study is subject to the fulfillment of active participation in seminars and structured consultations. Exam will be oral. The student chooses one of the available questions to be answered in this theory, then demonstrate the ability of practical application of the topic to a specific example. The questions are listed in study support (IS, N-die, SO) under each thematic blocks. Minimum mandatory participation in full-time education is 75% of the exercise, the group managed consultations in combined form 50%. Students who fail to meet the mandatory level of participation may be given during the semester additional study requirements - work as "nedocházku" (to the extent that the student will demonstrate knowledge of the issues and gain skills necessary for successful completion of the subject).
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: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2009, Summer 2010, Summer 2011, summer 2012, Summer 2013, Summer 2015, Summer 2016.
  • Enrolment Statistics (Summer 2014, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2014/N_UMRO