Marketing Management II

  • Credits: 10
  • Ending: Examination
  • Range: 16sP
  • Semester: winter
  • Year: 1
  • Faculty of Commerce

Teachers

Included in study programs

Marketing and Trade Management

Teaching results

By completing the course, students gain a broader knowledge of microeconomic, behavioral, neo-institutional approaches and their consensuality for solving marketing problems. They deepen their knowledge of the interrelationships between business, marketing and the wider economic and business environment. By developing critical thinking, they will expand their knowledge of strategic concepts of planning and the importance of the basic attributes of the value chain and their manifestations in the theory of the business system. They will gain an overview of scientific approaches to decision-making models and knowledge support in marketing management.
Graduates of the course will acquire the ability to independently design, formulate and implement a research project comprehensively solving problems of marketing and business management in a specific professional and broader multidisciplinary context. They will be able to carry out original research that pushes the boundaries of existing knowledge, generates new scientific knowledge or new process solutions; to design tools and methods for effective response to the current conditions of the domestic, single European market and world market. They can critically analyze, evaluate and synthesize existing and new knowledge about the development of markets and their entities, the ability to draw conclusions and strategic decisions based on scientific analysis.
By completing the course, students will acquire competencies that will enable them to apply for managerial positions in all types of companies, in specialized marketing workplaces and in research and higher education. They can confront marketing science with a wide range of managerial and business problems and effectively participate in integrated approaches to the overall conceptual framework of the company.

Indicative content

Approaches to marketing science. Strategic planning concepts. PIMS program. Competitive scope within the industry. Value chain and business system theory. Company flexibility. Decision making models and knowledge support in marketing management. Integrated marketing decision support systems.

Support literature

1. Dedouchová, M.2001. Strategie podniku.Praha: H.C. Beck
2. Grasseová, M. 2013. Efektivní rozhodování. Brno: Edika.
3. Porter, M. E. 1994. Konkurenční strategie. Praha: Victoria Publishing.
4. Freeman, A. 2020. Marketing Management: A Strategic Approach. Willford Pr. ISBN13 (EAN): 9781682857687
5. Hooley, G., Piercy, N., Nicouland, B., Rudd, J. 2018. Marketing Strategy and Competitive Positioning. Harlow: Pearson Education Ltd.
6. Adamisin, P., & Kotulic, R., & Mura, L., & Kravcakova Vozarova, I., & Vavrek, R. (2018). Managerial approaches of environmental projects: an empirical study. Polish Journal of Management Studies, 17 (1), 27-38. http://dx.doi.org/10.17512/pjms.2018.17.1.03
7. Bakker, C., Hollander, M. (2013). Six design strategies for longer lasting products in circular economy. Retrieved on April 16, 2021, from https://www.theguardian.com/sustainable-business/six-design-strategies-longer-lasting-products
8. Bergen, M. and Peteraf, M.A. (2002), ‘Competitor Identification and Competitor Analysis: A Broad-Based Managerial Approach’, Managerial and Decision Economics, 23 (4–5), 157–69.
Brozovic, D. (2018). Strategic flexibility: A review of the
literature. International Journal of Management Reviews,
20, pp. 3–31.
Brozovic, D. (2018). Strategic flexibility: A review of the
literature. International Journal of Management Reviews,
20, pp. 3–31.
Brozovic, D. (2018). Strategic flexibility: A review of the
literature. International Journal of Management Reviews,
20, pp. 3–31
Temporary Competitive Advantage 107
Chen, M.J. and Miller, D. (2012). Competitive dynam-
ics: Themes, trends, and a prospective research platform.
Academy of Management Annals, 6, pp. 135–21
9. Hepner, J., Chandon, J.-L. and Bakardzhieva, D. (2021), "Competitive advantage from marketing the SDGs: a luxury perspective", Marketing Intelligence & Planning, Vol. 39 No. 2, pp. 284-299. https://doi.org/10.1108/MIP-07-2018-0298
10. Hooley, G.J., Möller, K. and Broderick, A.J. (1998), ‘Competitive Positioning and the Resource Based View of the Firm’, Journal of Strategic Marketing, 6 (2), 97–115.
11. Martínez-López, F.J., Merigó, J.M., Gázquez-Abad, J.C., Ruiz-Real, J.L. 2019. Industrial marketing management: Bibliometric overview since its foundation. Industrial Marketing Management, Volume 84, 2020, pages 19-38. ISSN 0019-8501 https://doi.org/10.1016/j.indmarman.2019.07.014.
12. Verhage, B.J. and Waarts, E. (1988), "Marketing planning for improved performance: a comparative analysis", International Marketing Review, Vol. 5 No. 2, pp. 20-30. https://doi.org/10.1108/eb008349
13. Vignali, C. and Zundel, M. (2003), "The marketing management process and heuristic devices: an action research investigation", Marketing Intelligence & Planning, Vol. 21 No. 4, pp. 205-219. https://doi.org/10.1108/02634500310480095
14. Webster, F. E. 2005. A Perspective on the Evolution of Marketing Management. Journal of Public Policy and Marketing. Volume: 24 issue: 1, page(s): 121-126. Issue published: April 1, 2005, https://doi.org/10.1509/jppm.24.1.121.63888
15. Daňo, F., Lesáková, D. 2018. The Role of Environmental Stimuli in Shopping Evaluation and Responses. - Registrovaný: Web of Science. In Ekonomický časopis : časopis pre ekonomickú teóriu, hospodársku politiku, spoločensko-ekonomické prognózovanie = journal for economic theory, economic policy, social and economic forecasting. - Bratislava : Ekonomický ústav SAV : Prognostický ústav SAV, 2018. ISSN 0013-3035, 2018, roč. 66, č. 5, s. 465-478.
16. Hanuláková, E. Daňo, F. 2018. Circular Economy As a New Managerial Approach. - Registrovaný: Web of Science. In AD ALTA : journal of interdisciplinary research. - Hradec Králové : MAGNANIMITAS, 2018. ISSN 2464-6733, 2018, vol. 8, no. 1, pp. 95-98.
17. Daňo, F., Drábik, P., Hanuláková, E. (2020). Circular Business Models in Textiles and Apparel Sector in Slovakia. Central European Business Review, 9 (1), 1-19. 10.18267/j.cebr.226

Syllabus

1. Marketing management and stages and approaches to marketing science. Evolutionary marketing management. 2. Strategic planning concepts. Identification of strategic areas of business and definition of relevant markets. Differential analysis. Life cycle planning. Discontinuity planning. Analysis of strategic groups. Critical evaluation of concepts. 3. PIMS program, principles, knowledge of strategic empirical significance. PIMS as a paradigm of competitive advantage. 4. Competitive scope within the industry. 5. Value chain and business system theory. 6. Flexibility of the company and its strategic and situational dependence. 7. Decision making models and knowledge support in marketing management. 8. Integrated marketing decision support systems.

Requirements to complete the course

40% semester work
60% written exam

Student workload

Workload: 260 hours
Attendance at lectures: 16 hours
Self-study: 84 hours
Elaboration of a semester project: 60 hours
Preparation for the exam: 100 hours

Language whose command is required to complete the course

Slovak, English

Date of approval: 02.04.2023

Date of the latest change: 15.01.2022