Course detail
Marketing Theory
FP-tmkDAcad. year: 2024/2025
The course focuses on the characteristics of marketing concepts. One area will be the analysis of their historical development - with the impact of these scientific concepts on their practical application in the marketing management of various entities (production and non-production organizations, focusing on products or services). Another area is the critical analysis of contemporary marketing concepts in B2C and B2B, even with the view of critical assessment of their theoretical and practical benefits or barriers. Emphasis will be placed on the understanding of the contexts of various marketing concepts with their links to strategic management issues; specific attention will be given to dominant trends in the field of marketing of services, relationship marketing, CRM or customer solution management.
1. Introduction to the course contents and organization
2. Historical development of scientific marketing theories and their impact on the management of institutions
3. Marketing research processes - specification of problem areas and possibilities of their addressing from the methodological and practical perspective
4. Selected contemporary marketing concepts from B2C and B2B
· impacts of marketing specifics in the area of products and services into theoretical marketing concepts
· impacts of the specifics of different markets and their projection into theoretical marketing concepts
· relationships marketing
· CRM
· management of customer solutions
Language of instruction
Mode of study
Guarantor
Department
Entry knowledge
Rules for evaluation and completion of the course
Aims
Absolventi předmětu získají přehled o soudobých koncepcích marketingového řízení, jejich přínosech a omezeních, a to v oblasti:
- spotřebitelského a průmyslového trhu, a to jak v komplexně pojaté oblasti výroby "hmotných" produktů a služeb,
- moderních metod marketingového výzkumu,
- řízení vztahů se zákazníky
- vztahového marketingu
- tvorby a managementu zákaznických řešení
Spolu se získáním přehledu tento předmět přinese absolventům příležitost pro prohloubení jejich analytických schopností při posuzování jednotlivých přístupů / koncepcí a pro kritické zhodnocení jejich potenciálních přínosů jak v oblasti teoretické, tak v oblasti aplikační (nejen pro jejich disertaci, ale také pro jejich praktické využití).
Study aids
Prerequisites and corequisites
Basic literature
BONACCHI, M., PEREGO, P. 2012. Measuring and Managing Customer Lifetime Value: A CLV Scorecard and Cohort Analysis in a Subscription-based Enterprise. Management Accounting Quarterly, 2012, 14(1), p. 27-39.
KOWALKOWSKY, Ch., ULAGA, W. Service Strategy in Action: A Practical Guide for Growing Your B2B Service and Solution Business. 2017, ISBN 9780692819104.
KUMAR, V. 2008. Customer Lifetime Value: The Path to Profitability. Foundations and Trends in Marketing, 2(1), p. 1–96.
KUMAR,V., SHAH, D. Handbook of Research on Customer Equity in Marketing. Edvard Elgar Publishing Limited, 2015, ISBN 978-1781004975.
OFEK, E., MULLER, E. Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. The University of Chicago Press, Chicago, 2016, ISBN-13: 978-0-226-61829-6.
VAN RAAIJ, E. M. 2005. The Strategic Value of Customer Profitability Analysis. Marketing Intelligence & Planning, 23(4), p. 372-381.
Recommended reading
Classification of course in study plans
- Programme DSP-ŘEP Doctoral 2 year of study, summer semester, compulsory-optional
2 year of study, winter semester, compulsory-optional - Programme DSP-ŘEP-KS Doctoral 2 year of study, summer semester, compulsory-optional
2 year of study, winter semester, compulsory-optional