Course: Marketing Management

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Course title Marketing Management
Course code KMG/BMARI
Organizational form of instruction Lesson
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Jánská Michaela, Ing. Ph.D.
Course content
1. Strategy of product lines, brands and packaging 2. Services trade management 3. Creation of price strategies 4. Distribution management 5. Retail strategy 6. The strategy of wholesaling and physical distribution 7. Marketing communication strategy 8. Programms of effective promotion 9. Direct marketing strategies 10. The management of the sales promotion 11. Public relations 12. The management of the sales force 13. The implementation of marketing programs 14. The evaluation and control of marketing activities

Learning activities and teaching methods
unspecified, unspecified
  • unspecified - 26 hours per semester
  • unspecified - 60 hours per semester
  • unspecified - 19 hours per semester
Learning outcomes
The goal of this course is to devise the development and implementation of a product and its brand, to be able to set initial prices and their adaptation as per trade relationships, to find out the most appropriate ways of bringing the product to customers and to realize the means, which an enterprise uses for informing, persuading and reminding customers about its products.
After the successful completion of the course, students will be able to: - apply the individual elements of the marketing mix in practice - formulate the product policy of an enterprise and its importance in connection with the decision about the product - identify the appropriate choice of distribution channels and functions for the enterprise - explain the role of retailer and wholesaler in the distribution way - find out, how they influence the decision about the target marketing price and its strategy - explain the ways, how the enterprises regulate the prices and why they think about the change in the price - describe the role of the individual elements of marketing communication - judge the difference between marketing communication and promotion - compare, how the position of the marketing department relates to the position of the enterprise market
Recommended completion of the Marketing course.

Assessment methods and criteria
The attendance at the lecture is recommended. The condition for the completion of the course will be passing the exam. The exam will have a written form. The written test consists of closed and also open questions. The questions will be formulated so as to allow the students to present their theoretical and formulaic skills. From the offered variants of answers for closed questions more than one correct answer can be possible, all options can be correct or none of the offered answers can be correct. In the time limit max. 60 minutes students will create their answers to the questions. If a student does not acquire minimum of 70% of the test, he or she fails the exam, he or she has two more attempts to correct the test.
Recommended literature
  • Horáková, I., & Stejskalová, D., & Škapová, H. Strategie firemní komunikace. 2. rozšířené vydání.Praha: Management Press, 2008..
  • Jakubíková, D. Strategický marketing. 2. rozšířené vydání.Praha: Grada, 2013..
  • Kotler, P.,& Keller, K. L. Marketing management. 14 vydání.Praha: Grada, 2013..
  • Přikrylová, J., & Jahodová, H. Moderní marketingová komunikace. Praha: Grada, 2010..
  • Vysekalová, J., & Mikeš, J. Image a firemní identita. Praha: Grada, 2009..

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Social and Economic Studies Business Administration and Management (B) Economy 3 Winter