Marketing for MBA - MBA for students - VŠE v Praze

Marketing MBA / Marketing pro MBA

Course code: 3MB103
Course title in language of instruction: Marketing MBA
Course title in Czech: Marketing pro MBA (anglicky)
Course title in English: Marketing MBA
Number of ECTS credits allocated: 5
Mode of delivery: full–time; 2/2 (hours of lectures per week / hours of seminars per week) as semestral course
Mode of completion: graded course
Language of instruction: English
Level of course and year of study: master (second cycle): 1
Name of lecturer(s):doc. Ing. Václav Stříteský, Ph.D. (supervisor)
Recommended optional programme components: none
Work placement: none

Aims of the course:

The course introduces advanced issues of marketing management. It is focused on the planning of marketing strategies with an emphasis on consumer markets, the use and coordination of marketing tools, decision-making in the field of product, pricing, distribution and communication policy. The course also familiarizes students with the specifics of marketing approaches in selected market conditions and situations. The course develops analytical skills in marketing decision making.

Course contents:

  1. Role of marketing in strategic management, marketing strategy (lectures: 8, seminars: 8)
  2. Product strategy
  3. Pricing
  4. Distribution Channels
  5. Integrated marketing communication
  6. Marketing approaches in the context of specific market conditions and situations

Full syllabus for the course [PDF]