VSFS:NA_CMM Corporate Marketing Management - Course Information

NA_CMM Corporate Marketing Management

Extent and Intensity

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

Teacher(s)

Ing. Peter Stuchlík, CSc. (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

NA_CMM/pBMPH: each even Tuesday 10:30–11:14 S13, each even Tuesday 11:15–12:00 S13, each even Tuesday 12:15–12:59 S13, each even Tuesday 13:00–13:45 S13, P. Stuchlík

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

• The course covers the following main subjects: 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
• KOTLER, Philip, KARTAJAYA, Hermawan and Iwan SETIAWAN. MARKETING 4.0: Moving from Traditional to Digital. 1st edition, John Wiley & Sons. 2017. 208 p. ISBN 978-1119341208
• PRIDE, William M. a O. C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning. 2016. 687 p. ISBN 978-1-285-85834-0.

recommended literature
• PRIDE, William M., FERRELL, O.C., Marketing 2016. 18th ed., Cengage Learning, 2015, 832 p., ISBN: 9781285858340.
• 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.
• SCOTT, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Sixth edition. Hoboken, New Jersey : John Wiley & Sons, Inc, 2017. 426
• KOTLER, Philip and Kevin Lane KELLER. Marketing management. 14th ed. New York: Pearson Education. 2014, 832 p. ISBN 9780133856460.
• STEENKAMP, Jan Benedict. Global brand strategy: world-wise marketing in the age of branding. 1st ed. London: Palgrave Macmillan. 2017. 319 p. ISBN 978-1-349-94994-6.

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

English

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.

Teacher's information

https://is.vsfs.cz/auth/el/6410/zima2017/NA_CMM/Study_guide_Corporate_Marketing_Management.qwarp?prejit=536242

• Enrolment Statistics (Summer 2020, recent)
  
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