Marketing Management

  • Credits: 7
  • Ending: Examination
  • Range: 2P + 2C
  • Semester: winter
  • Year: 1
  • Faculty of Business Economics with seat in Košice

Teachers

Included in study programs

Corporate Business and Marketing

Teaching results

The aim of the course is to develop marketing knowledge and skills necessary for a successful manager, so that students are able to assess and solve a range of marketing questions and issuees related to the complex problem of demand management, or creating effective marketing strategies to achieve organizational goals in the operational and strategic level.
Knowledge:
Students acquire basic theoretical knowledge of current challenges and problems in the management of marketing activities, as well as the ability to understand the connection and possibilities of using marketing tools, as well as individual concepts in the business environment.
Competence:
From the acquired theoretical knowledge, students are able to systematize their knowledge of marketing management in relation to the requirements of business practice, as well as to create a complex thinking and perception of marketing as part of managerial decision-making with regard to responsibility to society.
Skill:
Students can the acquired knowledge in creating marketing strategies of the company. They develop the ability to systematically search, analyze and process the necessary information for processing the semester assignment. At the same time, during the processing of the semester assignment, they also develop the soft skills, such as teamwork and communication skills.

Indicative content

Lectures:
1. The essence of marketing management.
2. Traditional and rational concept of marketing management.
3. Marketing management process
4. Finding marketing information and analyzing marketing opportunities
5. Marketing research and selection of target markets
6. Strategies of sustainable marketing mix
7. Designing marketing strategies
8. Orientation of marketing management to the customer
9. Preparation of the market offer
10. Providing value
11. Measuring the effectiveness and efficiency of marketing activities
12. Marketing manager
13. Service of global markets and new trends in marketing management
Seminars:
1. Introductory seminar, getting acquainted with the organization of work in seminars and with the conditions of continuous and overall evaluation. Introduction to the issue – Marketing Management.
2. Transition from product-oriented marketing to customer-oriented marketing
3. Finding marketing information
4. Marketing research
5. Marketing mix - application on a selected company
6. Brand - application on the selected company
7. Pricing strategy - application in a selected company
8. Distribution - application at the selected company
9. Communication - application at the selected company
10. Continuous assessment test
11. Presentation of processed semester assignments
12. Presentation of processed semester assignments
13. Marketing manager

Support literature

HOLLENSEN, S. Marketing Management: A relationship approach. Pearson, 2019, 728 p. ISBN 9781292291444
MARSHALL, G., JOHNSTON, M. Marketing Management. McGraw-Hill, 2021, 1392 p. ISBN 978-1260084993
DIMITRIADIS, N., JOVANOVIC DIMITRIADIS, N., NEY J. Advanced Marketing Management: Principles, Skills and Tools. Kogan Page, 2018, 320 p. ISBN 978-0749480370
KOTABE, M., HELSEN, K. Global Marketing Management 8th Edition. Wiley, 2020, 768 p. ISBN 978-1119563112
GUPTA, C.B., ‎NAIR, R. Marketing Management: Text & Cases. Sultan Chand and Sons, 2020, 500p. ISBN 978-9351611219
Journals: Journal of marketing research, European journal of marketing, Marketing review

Syllabus

Lectures: 1. The essence of marketing management. 2. Traditional and rational concept of marketing management. 3. Marketing management process 4. Finding marketing information and analyzing marketing opportunities 5. Marketing research and selection of target markets 6. Strategies of sustainable marketing mix 7. Designing marketing strategies 8. Orientation of marketing management to the customer 9. Preparation of the market offer 10. Providing value 11. Measuring the effectiveness and efficiency of marketing activities 12. Marketing manager 13. Service of global markets and new trends in marketing management Seminars: 1. Introductory seminar, getting acquainted with the organization of work in seminars and with the conditions of continuous and overall evaluation. Introduction to the issue – Marketing Management. 2. Transition from product-oriented marketing to customer-oriented marketing 3. Finding marketing information 4. Marketing research 5. Marketing mix - application on a selected company 6. Brand - application on the selected company 7. Pricing strategy - application in a selected company 8. Distribution - application at the selected company 9. Communication - application at the selected company 10. Continuous assessment test 11. Presentation of processed semester assignments 12. Presentation of processed semester assignments 13. Marketing manager

Requirements to complete the course

Semester assignment, Continuous test
Exam
• Elaboration and presentation of the semester assignment - 20%
• Result of the continuous assessment test - 10%
• Activity at exercises/seminars - 10%
• Exam - 60%

Student workload

Total study load (in hours):
Participation in lectures – 26 hours
Participation in active forms - 26 hours
Preparation for active forms - 26 hours
Processing of semester assignment - 26 hours
Preparation for continuous assessment test – 26 hours
Preparation for the exam - 52 hours
Total: 182 hours

Language whose command is required to complete the course

English

Date of approval: 20.02.2023

Date of the latest change: 25.07.2022