MA140 Marketing malých a středních firem

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
summer 2025
Extent and Intensity
2/2. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Kateřina Kovářová, Ph.D. (lecturer)
doc. Ing. Kateřina Kovářová, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Dagmar Jakubíková, Ph.D.
Katedra marketingu – University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
Prerequisites
marketing
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to acquaint students with the theoretical foundations, tools and techniques of marketing planning and management in companies in the hotel and spa industry. Marketing planning and information needed to build a marketing plan. Marketing strategies and tools for their selection and implementation strategies. Other marectine management activities. Marketing communication in small and medium-sized companies. Specific forms of promotion and effectiveness evaluation.
Learning outcomes
After completing the course, the student will be able to: - characterize the marketing management of SMEs, - draw up a SME marketing plan, - apply analyzes of the macro and micro environment of SMEs, - decide on the company's strategy, - implement strategies in practice, - determine marketing communication for SMEs, - to orientate in specific forms of promotion within marketing communication on the inertnet - evaluate the effectiveness of individual communication events in SMEs.
Syllabus
  • Marketing planning Information for planning Deciding on a marketing strategy Tools to help you choose a marketing strategy Other marketing management activities Marketing communication in a start-up company Setting the goals of marketing communication Segmentation, targeting, positioning, Branding, advertising, personal selling, PR, sales promotion, direct marketing Specific forms of promotion on the Internet Evaluation of the effectiveness of communication campaigns
Literature
  • Srpová, J. a kol: Začínáme podnikat, Grada, 2020 BLAŽKOVÁ, M.: Marketingové řízení a plánování pro malé a střední firmy, Grada, 2007 Šáfrová Dráštilová, A.: Základy úspěšného podnikání, Grada, 2019 ZAMAZALOVÁ , M.: Marketing obchodní firmy, Grada, 201
Teaching methods
- group - contact - monothematic
Assessment methods
active participation in seminars and development of an independent project on a given selected topic - credit conditions. - Exam conditions written test.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
  • Enrolment Statistics (recent)
  • Permalink: https://is.ucp.cz/course/ucp/summer2025/MA140