Course: Marketing Management

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Course title Marketing Management
Course code KMO/9MRP
Organizational form of instruction Lecture + Tutorial
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 6
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Cimler Petr, Doc. Ing. CSc.
  • Hommerová Dita, Ing. Ph.D., MBA
Course content
- Introduction to theory of marketing management, historical development, basic terms. - Principles of marketing management and their practical application to marketing plan formulation. - Marketing plan and its components; types of planning and the most frequent mistakes. - Company's initial position mapping (use of analytical methods focused on macroeconomic environment, market, customers and competitors). - Creation and evaluation of strategy alternatives from various points of view and using various criterions; subsequent marketing plan preparation included. - Marketing management focused on implementation of a marketing plan: product policy, price policy, promotion policy and distribution policy. - Strategic brand management-a prerequisite for a successful brand creation. - Marketing organizational position within a company. - Methods of acquisition and processing of information which is necessary for marketing management; sophisticated information and managing systems. - Marketing management in specific domains such as B2B marketing, services marketing, export marketing, SME marketing.

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, E-learning, Discussion, Multimedia supported teaching, Individual study, Self-study of literature, Textual studies, Lecture, Practicum
  • Graduate study programme term essay (40-50) - 46 hours per semester
  • Contact hours - 10 hours per semester
  • unspecified - 53 hours per semester
  • Preparation for an examination (30-60) - 47 hours per semester
professional knowledge
to know fundamentals of marketing management and economics
to have general economic and social knowledge
general eligibility
learning outcomes
professional knowledge
to explain important principles of marketing management
to approach practically to creation of a marketing plan
to use analytical methods to define an initial position of a company
to select an appropriate strategy to achieve planned objectives, implement it using relevant marketing tools
professional skills
to use theoretical knowledge in marketing management for creation of strategic marketing plan including all its requirements
to apply selected marketing strategies in particular examples from business practice
general eligibility
teaching methods
professional knowledge
Lecture supplemented with a discussion
Interactive lecture
Multimedia supported teaching
Textual studies
Self-study of literature
Individual study
general eligibility
Lecture supplemented with a discussion
Multimedia supported teaching
Students' portfolio
assessment methods
professional knowledge
Written exam
Seminar work
Recommended literature
  • Bárta, Vladimír; Pátík, Ladislav; Postler, Milan. Retail marketing. Vyd. 1. Praha : Management Press, 2009. ISBN 978-80-7261-207-9.
  • Foret, Miroslav. Marketingová komunikace. null. Brno : Computer Press, 2006. ISBN 80-251-1041-9.
  • Horáková, Helena. Strategický marketing. 2., rozš. a aktualiz. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0447-1.
  • Kotler, Philip; Armstrong, Gary. Marketing. Praha : Grada Publishing, 2004. ISBN 80-247-0513-3.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
  • Lyková, Jana. Marketingový audit a kontrola. 1. vyd. Praha : Grada, 2000. ISBN 80-7169-720-6.
  • Přibová, Marie; Tesar, George. Strategické řízení značky : případové studie. 1. vyd. Praha : Professional Publishing, 2003. ISBN 80-86419-38-X.
  • Solomon, Michael R.; Marshall, Greg W.; Stuart, Elnora W. Marketing očima světových marketing manažerů. Brno : Computer Press, 2006. ISBN 80-251-1273-X.
  • Tomek, Jan. Základy strategického marketingu. 2. vyd. Plzeň : Západočeská univerzita, 2001. ISBN 80-7082-821-8.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester