VSFS:NA_CMM Corporate Marketing Management - Informace o předmětu

NA_CMM Corporate Marketing Management

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/pMCPH: St 15:45–16:29 S26, St 16:30–17:15 S26, A. Mazán

Předpoklady

This subject requires a basic awareness of the importance of communication for the customers, 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 customer relationships and continuity of business and marketing activities.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

1. An Overview of Strategic Marketing. Planning, Implementing, and Evaluating Marketing Strategies. 2. The Marketing Environment. Marketing Research and Information Systems. 3. Consumer. Age of Consumer and Consumer Buying Behavior. Business Markets and Buying Behavior. 4. Target Markets Segmentation and Evaluation. 5. Marketing Mix As Key Tool Of Marketing Management - Typology And Perspectives Of Various Marketing Mixes. 6. Marketing Mix Management - Part I: Product Concepts, Developing and Managing Products. Product Innovations. Services Marketing. 7. Marketing Mix Management - Part II: Integrated Marketing Communications. Advertising and Public Relations. Personal Selling and Sales Promotion. 8. Marketing Mix Management - Part III: Pricing Concepts. Setting Prices. 9. Marketing Mix Management - Part IV: Marketing Channels and Supply-Chain Management. Retailing, Direct Marketing and Wholesaling. 10. Brand Management. Branding and Packaging. Brand as a tool for product growth and development. 11. Digital Marketing and Social Networking in Marketing Management. 12. New Trends In Marketing Management and Their Application in a Company Management

Výstupy z učení

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

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., FERRELL, O.C., Marketing 2016. 18th ed., Cengage Learning, 2015, 832 p., ISBN: 9781285858340.

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

This is a one-semester full-study course and it is completed by a credit and exam (5 credits). Teaching in the full-time format takes the form of lectures. Lectures cover both theoretical (theories and basic concepts of the given problematic) and practical (case studies, lecturer's practical experience, latest trends) parts. Discussions and students participation is welcomed part of every lecture. At the end of the lecture students will be given a homework assignment. The teaching will focus on knowledge-based learning, based on economic and critical thinking oriented towards entrepreneurship, creativity, presentation and communication. Emphasis will be placed on accurate thinking based on verified qualitative and quantitative data, on the ability to work with information, on trend information and presentation systems. Cross-cultural management will be presented on a scientific basis as a sequence of interconnected knowledge and skills. The estimated study load for a student to successfully cover the subject is 150 - 180 hours per semester. Please invest your time accordingly! You are expected to study (1) the obligatory book (PRIDE, William M. & O. FERRELL. Marketing) thoroughly. Focus on understanding the marketing terms and concepts. For each chapter, I recommend to read the chapter’s summary and the chapter related questions. Each chapter contains two cases profiling companies to illustrate concrete applications of marketing concepts. These cases give you a hint of what you can expect during the exam and how to get prepared. Course Credit Full-time students: Minimum of 75% of lectures attendance Active participation in lectures Delivery of required individual project papers (IPP) ISP students: Delivery of defined Tasks for Individual Work (TIWs) - on a weekly basis, in written form - see instructions bellow Delivery of required individual project papers (IPP)

Metody hodnocení

Course Grade Full-time students: Weight Attendance (active participation in lectures) 10% Individual Project Paper (IPP) 30% Exam 60% TOTAL 100% ISP students: Weight Tasks for Individual Work (TIW) - weekly delivery for each module 20% Individual Project Paper (IPP) 20% Exam 60% TOTAL 100% Note: Minimum grade to pass the subject (to obtain E grade) of this course is 50%. Exam The exam will take a written form. The questions will be generated from the marketing theories and concepts covered by the 12 modules (obligatory book, presentations, and lecturer's inputs). If not passing the 1st attempt (the written test), students will have an opportunity to take a corrective oral exam (standard VŠFS exam conditions are applied).

Vyučovací jazyk

Angličtina

Informace učitele

https://is.vsfs.cz/auth/el/6410/zima2017/NA_CMM/Study_guide_Corporate_Marketing_Management.qwarp?prejit=536242
Dear students, Welcome to the course of Corporate Marketing Management. Knowledge of Marketing belongs today to the basic know-how of every college graduate regardless if he or she studied Business, Finance, or Economics. Why? Increasingly, marketing is viewed less as a distinct functional unit and more as a set of organizational processes where the entire company participates in organization-wide market-oriented behavior. This is a one-semester full-study subject and it is completed by a credit and an exam (5 credits). Teaching in the full-time format takes the form of lectures. Lectures cover both theoretical (theories and basic concepts of the given problematic) and practical (case studies, lecturer's practical experience, latest trends) parts. Discussions and students participation is welcomed part of every lecture. At the end of the lecture students will be given a homework assignment. The teaching will focus on knowledge-based learning, based on economic and critical thinking oriented towards entrepreneurship, creativity, presentation and communication. Emphasis will be placed on accurate thinking based on verified qualitative and quantitative data, on the ability to work with information, on trend information and presentation systems. Marketing activities will be presented on a scientific basis as a sequence of interconnected projects and processes. Study Instructions Obligatory Literature: PRIDE, William M., FERRELL, O.C., Marketing 2016. 18th ed., Cengage Learning, 2015, 832 p., ISBN: 9781285858340. KOTLER, Philip, KARTAJAYA, Hermawan, SETIAWAN, Iwan. MARKETING 4.0: Moving from Traditional to Digital. Wiley, 1st edition, 2017. ISBN: 978-1119341208 Recommended Literature: KOTLER, Philip and KELLER, Kevin Lane. Marketing management. New York: Pearson Education, 2014, 832 p., ISBN 9780133856460. GRIFFIN Ricky W., PHILLIPS Jean M., GULLY, Stanley M. Organizational Behavior: Managing People and Organizations. Cengage Learning,, 12th edition, 2017, p. 608. ISBN: 9781305501393 KIM,W. Chan, MAUBORGNE, Renée. Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant. Harvard Business Review Press, 2005. p. 240. ISBN 9781591396192 The estimated study load for a student to successfully cover the subject is 150 - 180 hours per semester. Please invest your time accordingly! You are expected to study (1) the obligatory book (PRIDE, William M. & O. FERRELL. Marketing) thoroughly. Focus on understanding the marketing terms and concepts. For each chapter, I recommend to read the chapter’s summary and the chapter related questions. Each chapter contains two cases profiling companies to illustrate concrete applications of marketing concepts. These cases give you a hint of what you can expect during the exam and how to get prepared. There will be also (2) official book's presentations available for you to study, which are a supplement to the Pride/Ferrell' books, uploaded to the IS for your convenience. The course’s subjects are covered also by the (3) lecturer’ inputs (presentations, articles, videos, etc.) and class discussions. Presentations also include the latest trends and expertise from the area of corporate marketing management. You are expected to read and learn also the knowledge included in these presentations. It will be part of the exam. The subject is completed by acquiring CREDIT and final COURSE GRADE. Course Credit Full-time students: Minimum of 75% of lectures attendance Active participation in lectures Delivery of required individual project papers (IPP) ISP students: Delivery of defined Tasks for Individual Work (TIWs) - on a weekly basis, in written form - see instructions bellow Delivery of required individual project papers (IPP) Note: ISP = Individual Study Program IMPORTANT: ISP students are obliged to verify their ISP status in the information system and confirm it with VŠFS before the start of the semester. Students without the official ISP status visible in the IS will be considered as full-time students and respective duties will be applied to them (including the minimum lectures attendance). Course Grade Full-time students: Weight Attendance (active participation in lectures) 10% Individual Project Paper (IPP) 30% Exam 60% TOTAL 100% ISP students: Weight Tasks for Individual Work (TIW) - weekly delivery for each module 20% Individual Project Paper (IPP) 20% Exam 60% TOTAL 100% Note: Minimum grade to pass the subject (to obtain E grade) of this course is 50%. Tasks for Individual Work (TIW) Full-time students: Full-time students are obliged to spend enough time studying each chapter, all related case studies end exercises at the end of each chapter, and complete the defined TIWs (no written delivery required). The aim is to practice the theory or extend the theoretical knowledge. ISP students: Students in the Individual Study Program (ISP) are required, as part of their final Course Grade, to complete the defined TIWs in the written form and upload it into the Information system/Homework Vault section on a weekly basis. The TIW report for each module will be named as Module 1_Surename Name, (Module 2_Surename Name, etc.) and will contain answers for the TIW's exercises of the respective module. The TIW report will contain the Exercise definition and the student's answers. It will be delivered in the Word format, double-spaced, 12-point font, 1-inch margin pages. The paper’s length is flexible, but expected minimum is 1 page of full text. More pages of text are possible and welcomed, thus enabling students to express their thoughts in needed level of detail. Students are encouraged to provide pictures, charts, etc. The Cover page, the list of sources, Exhibits and Pictures are not included in the page total. Individual Project Paper (IPP) All students will develop their IPP according to the Lecturer’ specification – for details please refer to the IPP Instructions' section bellow. Students are expected to follow the designed subject and structure. The content quality is going to be decisive parameter for the final paper grade. The final IPP shall be titled as IPP_Surename Name and must be uploaded to the VŠFS information system – into the Homeworks Vault section. Delivery by email will not be accepted! The delivery deadline is always the official end of the course period (semester). The final report will be in the Word format, double-spaced, 12-point font, 1-inch margin pages. The paper’s length is flexible, but expected minimum is 10 pages of full text. More pages of text are possible and welcomed, thus enabling students to express their thoughts in needed level of detail. Students are encouraged to provide pictures, charts, etc. The Cover page, the list of sources, Exhibits and Pictures are not included in the page total. The IPP Title: Case Study Analysis: The Company XY - Analysis of its Marketing Strategy Issues I. The IPP Cover Page should include Title Student's name Course title Lecturer’s name Date of delivery II. The IPP Body - content & structure details Students will select and analyze a real company (XY) by their own choice, which has been experiencing some problems or crisis lately (e.g. dissatisfied or leaving customers, declining sales, unsuccessful product or service launch, ineffective promotional strategy, wrong pricing, etc.). Students should research primary or secondary sources to collect enough information on the selected case and search for any relevant information, which can be applied to it. The main goal of the IPP is: To identify and name specific problems the company experiences or has experienced in the past. To analyze the reasons why the company has been experiencing those problems. And, in the conclusion, based on the whole analysis, to provide student's own recommendations on how to improve the situation. Also, students should use Internet research to introduce 1-2 real examples of successful companies that successfully solved similar problems. The IPP structure: The Company description (5 points) Focus of the company’s business, its mission, vision and values Description of the identified problems (5 points) A clear description of the identified problems Environmental Analysis (15 points) Porter's 5 forces Target Segment(s) Analysis (15 points) Geographics + demographics + psychographics + behavioral perspective SWOT Analysis (15 points) Table with bullets with short explanation of each bullet Marketing strategy & mix analysis according to 4C’s (30 points) Customer needs & expected value(s) (aka "product") Costs (aka "price") Convenience (aka "place") Communication (aka "promotion") Conclusion (15 points) Problems’ reasons - based on the previous parts findings, students will provide explanation where in marketing strategy and/or marketing mix the identified problems are coming from For each identified problem, students will provide recommendations for improvement (based on the studied theories and in-class discussions) III. The IPP Attachment - the list of cited resources The list of used resources should include: Author Title Book/Article details and web link (if retrieved from the Internet) Citations must be market in the text of the Cases study Exam The exam will take a written form. The questions will be generated from the marketing theories and concepts covered by the 12 modules (obligatory book, presentations, and lecturer's inputs). If not passing the 1st attempt (the written test), students will have an opportunity to take a corrective oral exam (standard VŠFS exam conditions are applied). Good luck everyone and enjoy the subject! Andrej Mazan, MSc., MBA VŠFS & City University of Seattle

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

• Statistika zápisu (zima 2017, nejnovější)
  
• Permalink: https://is.vsfs.cz/predmet/vsfs/zima2017/NA_CMM