OPF:MARDPSRA Strategic Marketing Management - Course Information

MARDPSRA Strategic Marketing Management

Extent and Intensity

0/0. 10 credit(s). Type of Completion: dzk.

Teacher(s)

doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
doc. Ing. Emanuel Šustek, CSc. (lecturer)

Guaranteed by

doc. Ing. Halina Starzyczná, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

The completion of the course does not require any extra conditions and course can be enrolled independently of other courses.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Business Economics and Management (programme OPF, D_EKOMAN3)

Course objectives

To expand the knowledge in the field of utilization of marketing methods and practices of corporate governance; to deepen the ability of independent development of market analysis with respect to changes in the marketing environment and to increase the ability to set marketing strategies on their basis. To broaden the knowledge in the field of logistics in marketing.

Syllabus

• 1. Strategic marketing methodology.
  2. Marketing situation analysis and forecast of the environment.
  3. Strategic marketing objectives and marketing strategy.
  4. Creation of marketing support programmes.
  5. The strategic marketing process - implementation stage.
  6. The strategic importance of transformation in the corporate sector.
  7. Strategic marketing and its trends.
  8. Logistics in marketing.
  9. Theoretical and practical aspects of logistics strategies.
  

Literature

required literature
• JAKUBÍKOVÁ, D. Strategický marketing: strategie a trendy. Praha: Grada, 2013. ISBN 978-80-247-4670-8. info
• JIRSÁK, P. MERVART, M. a M. VINŠ. Logistika pro ekonomiky - vstupní logistika. Praha: Wolters Kluwer Česká republika, 2012. ISBN 978-80-7357-958-6. info
• WILSON, R. M. S. a C. GILLIGAN. Strategic Marketing Planning. Amsterdam: Elsevier, 2009. ISBN 978-1-85617-617-0. info
• HANZELKOVÁ, A., KEŘKOVSKÝ, M., ODEHNALOVÁ, D., VYKYPĚL, O. Strategický marketing. Teorie pro praxi. Praha: C.H.Beck, 2009. ISBN 978-80-7400-120-8. info
• Mc DONALD, M. Marketing plans: how to prepare them, how to use them. Amsterdam: Elsevier, 2007. ISBN 978-0-7506-8386-9. info
• KOTLER, P., WONG, V., SAUNDERS, J. a G. ARMSTRONG. Moderní marketing. Praha: Grada, 2007. ISBN 978-80-247-1545-2. info

recommended literature
• BOWERSOX, D., J. Supply Chain Logistics Management. McGraw-Hill, 2012. ISBN 978-0-071-32621-6. info
• KERIN, R. A., HARTLEY, S. W. a W. RUDELIUS. Marketing. New York: Mc Graw-Hill, 2011. ISBN 978-0-07-352993-6. info
• KOZEL, R., MYNAŘOVÁ, ,L. a H. SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6. info
• STARZYCZNÁ, H. Transformace maloobchodu v České a Slovenské republice v letech 1993-2003 v jejích historických souvislostech. Vědecká monografie. Karviná: SU OPF, 2011. ISBN 978-80-7248-666-3. info
• DARROCH, J. Marketing Through Turbulent Times. New York: Palgrawe, 2010. ISBN 978-0-230-23730-8. info
• STEHLÍK, A. a J. KAPOUN. Logistika pro manažery. Praha: Ekopress, 2008. ISBN 978-80-86929-37-8. info
• JAKUBÍKOVÁ, D. Strategický marketing. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. info
• STARZYCZNÁ, H., KAUEROVÁ, L., PELLEŠOVÁ, P., SVOBODOVÁ, H. a KOL. Metodologie marketingu vztahů a její postavení v rámci strategického marketingu a řízení vztahů se zákazníkem (CRM)-praktické využití. Karviná: SU OPF, 2007. ISBN 978-80-7248-451-5. info
• ŠTŮSEK, J. Řízení provozu v logistických řetězcích. Praha: C.H.Beck, 2007. ISBN 978-807-179-534-6. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods (in Czech)

Kombinovaná zkouška

Language of instruction

Czech

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: Přednáška 24 HOD/SEM.

Teacher's information

Seminar work up to 10-15 pages plus annexes, the defence during the exam.

Activity	Difficulty [h]
Ostatní studijní zátěž	370
Přednáška	24
Zkouška	56
Summary	450

• Enrolment Statistics (recent)
  
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