Course syllabus PHD_E024_N - Marketing Management II (FEM - 2019/2020 - post-graduate studies)

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University: Slovak University of Agriculture in Nitra
Faculty: Faculty of Economics and Management
Course unit code: PHD_E024_N
Course unit title: Marketing Management II
Planned types, learning activities and teaching methods:
lecture3 hours weekly / 39 hours per semester of study (on-site method)

Credits: 10
Semester: Agrarian Trade and Marketing - doctoral (required), 1. year
Agrarian Trade and Marketing - doctoral (required), 1. year
Agrarian Trade and Marketing - doctoral (required), 1. year
Agrarian Trade and Marketing - doctoral (required), 1. year
Business Economics and Management - doctoral (elective), 1. year
Business Economics and Management - doctoral (elective), 1. year
Business Economics and Management - doctoral (elective), 1. year
Business Economics and Management - doctoral (elective), 1. year
Control Systems in Production Engineering - doctoral (elective), 1. year
Control Systems in Production Engineering - doctoral (elective), 1. year
Economics and Management of Agriculture and Food Processing - doctoral (elective), 1. year
Economics and Management of Agriculture and Food Processing - doctoral (elective), 1. year
Economics and Management of Agriculture and Food Processing - doctoral (elective), 1. year
Economics and Management of Agriculture and Food Processing - doctoral (elective), 1. year
Manufacturing Technology - doctoral (elective), 1. year
Manufacturing Technology - doctoral (elective), 1. year
Level of study: 3.
Prerequisites for registration: none
Assesment methods :
Project, project prezentation
Learning outcomes of the course unit:
Study of Marketing management allows the student to know and realize the business philosophy of enterprising in market conditions with a high degree of domestic and foreign competition, the marketing of quality products, works and services, as well as their competitive advantage.

Course contents:
Marketing in the 21st century - Strategic marketing - Strategic planning, strategic plan, marketing plan - Marketing environment – microenvironment of the company, macroenvironment of the company - Marketing in the Internet Age - marketing strategies for the digital age, promises and problems of e-commerce - Social responsibility and marketing ethics - social critique of marketing, the impact of marketing on other companies, citizen and public actions to regulate marketing - Global market - global marketing in the 21st century - global marketing environment, decision making about the entry to international markets, which markets to enter, how to enter the market, global marketing program - Consumer markets - models of consumer behaviour, factors affecting consumer behaviour, consumer decision making process - Business-to-business marketing - B2B markets, purchasing behaviour of organizations, shopping on the internet, markets of governments and institutions - Marketing research - marketing information system, measuring current market demand, forecasting future market demand, international studies, marketing research ethics - Segmentation, targeting and positioning - market segmentation, segmentation of consumer markets, B2B markets and international markets, multivariate segmentation, market targeting, product positioning - Relationship marketing - Product strategy and brand strategy - Marketing of Services - Pricing strategy - Strategy of integrated marketing communications - advertising, sales promotion and public relations, personal selling and direct marketing - Managing marketing channels.



Recommended or required reading:
Recommended:
Hollensen, S. 2014. Global Marketing. 6th Edition. Pearson, 2014. 840 p. ISBN 978-0-273-77316-0
Horská, E., Ubrežiová, I. 2001. Medzinárodný marketing v medzinárodnom prostredí. Nitra: SPU, 2001, 418 s. ISBN 80-7137-884-4
Keller , K. L. ‎2007. Strategické řízení značky. Praha: Grada Publishing a.s., 2007. 796 s. ISBN 978-80-247-1481-3
Keller, K.L. 2007. Marketing Management. 12. vyd. Grada Publishing a.s., 2007. 788 s. ISBN 9788024713595
Kotler, P. a kol. 2007. Marketing v pohybu. Praha: Management Press. 2007, 224 s. ISBN 978-80-7261-161-4
Kotler, P., Keller, K. 2011. Marketing Management. 14th Edition. Prentice Hall, 2011. 816 p. ISBN 978-0-13-210-292-6
Kotler, P., Lane, K. L. 2016. Marketing management. 14. vyd. Praha: Grada. 2016. 816 s. ISBN 9788024741505
Kotler, P., Wong, V., Saunders, J., Armstrong, G. 2007. Moderní marketing. 4. evropské vydání. Praha: Grada Publishing, a.s. 2007. 1048 s. ISBN 978-80-247-1545-2
Kotler, P. 2005. Marketing v otázkách a odpovědích. Brno :Books, 2005,130 s. ISBN 80-251-05158-0
Kotler, P. 2009. Marketing Management. Pearson Education, 2009. 889 p. ISBN 9780273718567
Wilson, R. 2017. Strategic Marketing Management. Nakladateľ: Taylor & Francis Ltd. 2017. ISBN-13: 978113844122

Language of instruction: Slovak, English
Notes:
Evaluation of course unit:
Assessed students in total: 22

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Name of lecturer(s): Dr.h.c. prof. Dr. Ing. Elena Horská (examiner, lecturer)
prof. Ing. Ľudmila Nagyová, PhD. (examiner, lecturer, person responsible for course, tutor)
Last modification: 15. 2. 2019
Supervisor: prof. Ing. Ľudmila Nagyová, PhD. and programme supervisor


Last modification made by Iveta Kunová on 02/15/2019.

Type of output: