Marketing Management

Syllabus for the course
MARKETING MANAGEMENT
Title: Marketing Management – BAN2
English title: Marketing Management
Course code: ERE3NE
Guaranteed by: Department of Management and Marketing (FEM)
Faculty: Faculty of Economics and Management
Semester: WS 2023/2024
Mode of completion: Exam (5 credits)
Language: English
Mode of study: full‐time
Guarantor: doc. Ing. Lucie Kvasničková Stanislavská, Ph.D.
Hours per week, examination:

lecture 2 hours weekly
seminar 1 hour weekly
Annotation:
The course aims to acquaint students with basic knowledge and demonstrate their effective application in the field of marketing
management. After completing the course, students have knowledge and skills in the implementation of marketing research,
customer segmentation, creating marketing strategies, etc. The course is the main theoretical basis for the optional corridor
Marketing and Trade. The basic form of teaching is lectures and seminars, students are introduced to the individual elements
of marketing management through case studies and practical application on a real subject.
Prerequsites:
none
Recommended optional programme components:

Marketing Communication Strategy
Data Collection for Marketing Strategy
Course objectives:
The course aims to acquaint students with basic knowledge and demonstrate their effective application in the field of marketing
management.
Knowledge:
Graduates have extensive theoretical knowledge of marketing management. Students gained a solid idea of the basic relation‐
ships in various functional areas and the links between them. Graduates have a clear awareness of the limits of their knowledge
and an idea of the content of further study in these areas.
Skills:
Graduates can apply their professional knowledge acquired through the study of theory as well as knowledge acquired during
the processing of practical projects in the field of marketing management. Students can creatively and independently solve
issues that they have not directly encountered in theoretical or practical teaching.
1
Competence – Communication:
Graduates can professionally communicate and explain the issues of marketing management based on theoretical knowledge
and practical experience.
Competence – Opinion:
Graduates can make independent and correct judgments regarding the issues of marketing management.
Competence – Education:
Graduates can further their education in the field of marketing management and related fields, monitor professional resources,
search for relevant information, and orient themselves in a constantly changing environment.
Learning activities and teaching methods:

The course consists of lectures and exercises. Lectures are the basis for exercises. As part of the exercise, students develop team
projects. Students actively participate in the exercises by preparing the methodology of their research, collecting secondary and
primary data, and presenting research results. All study materials are available on the Moodle learning system. Students can
also use Moodle to communicate with the teacher.
Assessment methods and criteria:

Credit is awarded based on the team project´s defense. The exam is written and oral.
Literature:
Recommended:
HOOLEY, G. J., NICOLAUD, B., RUDD, J.M., Marketing Strategy and Competitive Positioning, Pearson, 2020. ISBN 1292276541
Credit allocation:
Hours of workload
Type of teaching method Daily attendance
Project, semester assignments 30 h, 1,2 crd.
Individual preparation 14 h, 0,6 crd.
Consultations 15 h, 0,6 crd.
Examination, prescribed credits (pass/fail) 30 h, 1,2 crd.
Lectures 24 h, 1,0 crd.
Exercises/Seminars 12 h, 0,5 crd.
Total 125 h, 5.1 crd.
Education plan:
Lecture
1. Marketing development and marketing philosophy
2. Marketing environment of the company
3. Segmentation, targeting, positioning (STP)
4. Customer behavior
5. Marketing research
6. Marketing mix – product
2
7. Marketing mix – price
8. Marketing mix – distribution
9. Marketing mix – promotion
10. Services Marketing mix
11. Online marketing
12. Sustainable marketing

Marketing Management

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Syllabus for the course

Hours per week, examination:

seminar 1 hour weekly

Recommended optional programme components:

Learning activities and teaching methods:

Assessment methods and criteria:

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