NA_CMM Corporate Marketing Management

Vysoká škola finanční a správní
léto 2016
Rozsah
2/0. 10 hodin KS/semestr. 5 kr. Ukončení: zk.
Vyučující
Ing. Andrej Mazán, MBA (cvičící)
Garance
Ing. Andrej Mazán, MBA
Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.
Rozvrh seminárních/paralelních skupin
NA_CMM/pBMPH: Út 15:45–16:29 S34, Út 16:30–17:15 S34, kromě Út 15. 3. ; a Po 14. 3. 10:30–12:00 S23, A. Mazán
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
In this course, students will review various applications of marketing concepts based on an organization’s finite resources and continuously changing domestic and global environments. Focusing on customer relationship management, students will explore product/service development, promotional techniques, pricing strategies, distribution alternatives, and marketing on the Internet.

Upon the successful completion of this course, students will be able to: 1. Understand the importance of marketing strategy and customer focus on sustainable growth of a company; 2. Analyze environmental forces that impact marketing strategies domestically and internationally; 3. Critique marketing ethics on a global scale; 4. Appraise the role of information/CRM systems in customer segmentation and marketing decisions; 5. Understand changes of consumer and organizational buying behavior and evaluate methods of how to influence them; 6. Grasp the complexity of the product management; 7. Integrate use of value-adding-chains in developing marketing strategies; 8. Assess factors that contribute to a firm’s competitive advantage; 9. Develop a marketing plan to capitalize on a business opportunity and apply a marketing audit.
Osnova
  • The course covers the following main subjects: 1. Strategic Marketing Management 2. Environmental Forces - Changing Environment 3. Customer Relationship Management – using Information & Technology 4. Customer Segmentation, Evaluation and Positioning 5. Consumer and Business Buying Behavior 6. Developing and Managing products 7. Digital Marketing & Service Marketing 8. Marketing Channels and Supply Channel Management 9. Integrated Marketing Communications 10. Advertising, PR, Personal Selling, Sales Promotion 11. Pricing Concepts 12. Customer Experience
Literatura
    povinná literatura
  • PRIDE, William M a O FERRELL. Marketing. 14th ed. Boston: Houghton Mifflin Co., 2008, 1 v. (various pagings). ISBN 06-187-9970-2.
    doporučená literatura
  • KOTLER, Philip. Marketing management. New York: Pearson/Prentice Hall, 2009, xxxviii, 889 p. ISBN 978-027-3718-567.
    neurčeno
  • LAMB, Charles W, Joseph F HAIR a Carl D MCDANIEL. Marketing. 12th ed. Mason, OH: South-Western/Cengage Learning, c2013, 1 v. (various pagings). ISBN 11-118-2164-X.
Výukové metody
PS: (full time students) 2 hours per week (2/0). Lectures for present studies will be split into theoretical as well as practical part. Theoretical parts will be always explained on practical examples. Students in full time study program should attend 75% of seminars as a minimum. Students in part time study program should attend 50% of seminars as a minimum.
Metody hodnocení
The course is completed by the exam. The Total Grading will be based on attendance, the Individual project and individual oral Examination assessment. The minimum success rate is 50% out of 100%.
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích léto 2012, zima 2012, léto 2013, zima 2013, léto 2014, zima 2014, léto 2015, zima 2015, zima 2016, léto 2017, zima 2017, léto 2018, zima 2018, léto 2019, zima 2019, léto 2020, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.