Marketing Management

Expand your knowledge of marketing management

27. 11. 2020 (9:00-16:15) – 28. 11. 2020 (8:30-16:00)

The Module will provide the graduates on the one hand the management tools and possibilities of marketing and on the other hand the principles of the consumer behavior. This enables students to understand and to apply the marketing management theory and practical tools.

This course covers following issues:

Understanding Marketing Management:

  • The Concept of Marketing Management
  • The Role of Marketing in Business Management
  • Strategic Marketing Planning

Capturing Marketing Insight:

  • Market Research
  • Forecasting

Connecting with Customers:

  • Analysing and Understanding Markets
  • Identifying the Market Segments and Targets

Building Strong Brands:

  • Creating Brand Equity
  • Crafting the Brand Positioning
  • Brand Management

Shaping the Market Offerings:

  • Product Policy and Product Life Cycle
  • Pricing Policy and Programs (Factors Influencing Pricing Decisions)

Delivering Value:

  • Distribution Policy – Designing and Managing Integrated Marketing Channels
  • Management of Retailing, Wholesaling and Logistics

Communicating Value:

  • Communication policy – Designing and Managing Integrated Marketing Communications (Offline and Online)
  • Managing Mass Communications – Advertising, Sales Promotion, Events and Experiences
  • Managing personal communications – Direct and Interactive Marketing, Word of Mouth and Personal Selling

LECTURER: Mgr. Marek Novinský

PARTICIPANT PROFILE: Managers seeking to expand their theoretical background and professional skills

REGISTRATION: 224 098 466, marketa.dianova@vse.cz

FEE: 4 250,-  CZK / person (incl. VAT)

CERTIFICATE: Certificate of attendance issued by the University of Economics, Prague

GET YOUR BONUS: Complete this course, enrol in the International executive MBA program and get the total price of this course deducted from the MBA tuition fee.