PEMDPSRA Strategic Marketing Management

School of Business Administration in Karvina
Summer 2018
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
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.
ActivityDifficulty [h]
Ostatní studijní zátěž370
Přednáška24
Zkouška56
Summary450
The course is also listed under the following terms Winter 2014, Summer 2015, Winter 2015, Summer 2016, Winter 2016, Summer 2017, Winter 2017, Winter 2018, Summer 2019.
  • Enrolment Statistics (Summer 2018, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2018/PEMDPSRA