N_PH_MRM_p Marketing Management

NEWTON University
summer 2026
Extent and Intensity
1/1. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Mgr. Silvia Klinčeková, Ph.D. (lecturer)
Mgr. Silvia Klinčeková, Ph.D. (seminar tutor)
Ing. Julie Holendová (alternate examiner)
Guaranteed by
Centre for Marketing – Academic Department – NEWTON University
Timetable
each even Wednesday 18:30–20:00 WebinarJam, except Wed 8. 4.
  • Timetable of Seminar Groups:
N_PH_MRM_p/01: each odd Thursday 16:50–18:20 PH Učebna 12, except Thu 9. 4., S. Klinčeková
N_PH_MRM_p/02: each odd Thursday 18:30–20:00 PH Učebna 12, except Thu 9. 4., S. Klinčeková
N_PH_MRM_p/03: each odd Friday 8:00–9:30 PH Učebna 01, except Fri 10. 4., S. Klinčeková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The primary objective of the course is to provide students with a comprehensive insight into modern marketing management by linking theoretical concepts with current practical applications. Students will become familiar with the latest trends and strategic approaches in global business. Emphasis is placed on developing critical thinking through the analysis of real-world case studies, enabling students to understand decision-making mechanisms in a dynamic market environment.

Learning outcomes

Upon successful completion of the course, students will be able to:

  • Identify and analyze key factors influencing a company's marketing strategy.
  • Apply theoretical knowledge to solve specific business environment problems.
  • Present and defend their own solution proposals.

Teaching Structure:

  • 6 Lectures: Focused on theoretical frameworks and global trends.
  • 6 Seminars: Focused on practical application, discussion, and teamwork.
Syllabus

Lectures:

  1. The Death of USP (Unique Selling Proposition)
  2. The End of the Funnel – Community and Discovery
  3. Radical Transparency and Anti-marketing
  4. AI and the Creative Frontier
  5. Pricing Psychology and the "Drop" Economy
  6. Cultural Intelligence (CQ) and Global "Moats"

Seminars:

  1. "Cringe" Marketing Audit (Activity)
  2. Viral Mechanics Lab (Activity)
  3. Crisis Management Simulation (Activity)
  4. AI Prompt-Off (Activity)
  5. Hype Strategy
  6. Global Challenger Pitch
Literature
    required literature
  • KOTLER, P. a KELLER, K. L.: Marketing Management. 16. globálne vydanie (Pearson, 2022/2024).
  • HANULÁKOVÁ, E.: Marketingový manažment v novej ekonomike. (Grada, 2025).
    recommended literature
  • KOTLER, P. a kol.: Marketing 6.0: The Future Is Immersive (Wiley, 2024).
  • PASTIER, M.: Žltá kniha budovania značky (2023).
  • STEPHENS-DAVIDOWITZ, S.: Všichni lžou (Big Data a marketing) (2023).
Assessment methods

Final evaluation reflects the student’s ability to work with information and their creativity in solving tasks. The course is completed with a graded credit based on:

Preparation of a case study: analysis of a selected problem in the field of marketing management in written form.

Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/N_PH_MRM_p