MK141 Marketing Analysis

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
winter 2022
Extent and Intensity
2/2/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Marie Dohnalová, CSc. (lecturer)
doc. Ing. Marie Dohnalová, CSc. (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
Basic knowledge of marketing.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course "Marketing Analysis" builds on the basic knowledge of marketing acquired by the student at the bachelor's degree, as well as knowledge of management, economics and business economics, as well as knowledge of marketing research. The results of marketing analyzes are the basis for the preparation of all strategic and tactical decisions of companies / companies / institutions.
Syllabus
  • Topics of lectures: 1. The process of marketing management and the importance of marketing analysis 2. Analysis of the company's environment - environmental factors, strategic factors, managerial factors, organizational factors, marketing factors 3. Analysis of the external and internal environment of the company; PESTEL analysis, matrix EFE, IFE, IE, SPACE SWOT analysis 4. Portfolio matrix BCG, GE, industry life cycle matrix 5. Porter's analysis of five competitive forces 6. Importance of competitive analyzes - identification of competitors, their goals and SW of competitors, identification of competitive advantage 7. Experience curve 8. Analysis of assortment structure according to Drucker 9. GAP analysis 10. Analysis of the course of the market life cycle 11. Analysis of strategic groups; use of grid networks 12. Analysis of marketing mix and its individual elements
Literature
    required literature
  • KOTLER, P. a K. L. KELLER. Marketing management. [14. vyd.]. Praha: Grada, 2013, 814 s. ISBN 978-80-247-4150-5.
  • JAKUBÍKOVÁ, D. Strategický marketing. Strategie a trendy. 2. upravené a rozšířené vydání. Praha: Grada Publ. 2013, 368 s. ISBN 978-80-247-9.
  • KOZEL, R. a kol. Moderní metody a techniky marketingového výzkumu. Praha: Grada Publ. 2011. 304 s. ISBN 978-80-247-3527-6.
Assessment methods (in Czech)
Ukončení předmětu: prezentování a odevzdání závěrečné seminární práce (projekt s výsledky marketingových analýz). Zkouška bude spočívat v hodnocení zpracování úkolů na jednotlivá cvičení a v hodnocení vypracované a odevzdané seminární práce. Při zpracování seminární práce se doporučuje použít skripta Attl, Studnička: Zásady zpracování závěrečných kvalifikačních prací, a důsledně dodržovat příslušnou citační normu.
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: 4-4-0.
The course is also listed under the following terms summer 2020, summer 2021, summer 2022, winter 2023.
  • Enrolment Statistics (winter 2022, recent)
  • Permalink: https://is.ucp.cz/course/ucp/winter2022/MK141