Course detail

Strategic Marketing

FP-RsmKAcad. year: 2015/2016

Strategic marketing course is aimed at explanation of principles of strategic marketing decisions and of execution of them. Starting point is discussion on strategy, strategic position of a company, and factors that influence strategy selection. The approaches toward marketing strategy development will be another part of the curriculum - from strategic analysis tools, through formulation of vision and mission of a company, formulation of strategic intentions and selection to execution and feedback mechanism.

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

The students will gain awaneress of current trends in marketing approach developemnt. They will deeper their knowledge of the processes of environmental analysis (both external and internal), strategy variants formulation, evaluation and execution in the competitive environment.

Prerequisites

Knowledge of basic terms and categories from the area of strategic management and marketing.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

Interactive lectures

Assesment methods and criteria linked to learning outcomes

Final exam in written form - the assessment of marketing terms and concepts knowledge and case study solution.

Course curriculum

Marketing concept - as philosophical aporoach towards entrepreneurship and a marketing mix
Marketing mix - 4 P´s concept
Services marketing
Customer satisfaction and loyalty
The type and scope of competition, market position and bargaining power. Distributors and the process of their selection.
Communication mix
Image and image management
Marketing research - a source of information and its methods

Work placements

Not applicable.

Aims

To enable the students become familiar with an important area of strategic management - namely with strategic marketing (factors influencing the potential development of a company, analytical tools for strategic marketing analysis, creation of strategic marketing documents, methods of selection of strategic marketing variants, their execution and methods of feedback).

Specification of controlled education, way of implementation and compensation for absences

Active participation on seminars.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KOTLER, P.: Marketing. Praha: Grada, 2004. ISBN 80-247-0513-3 (CS)
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4 (CS)
CHLEBOVSKÝ, V. : Marketing pro B-2-B trhy. Brno: Akademické nakladatelství CERM,, 2010. ISBN: 978-80-214-4129- 3. (CS)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR-KS Master's

    branch MGR-ŘEP-KS , 2 year of study, winter semester, compulsory-optional

Type of course unit

 

Lecture

39 hod., optionally

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

1. Marketing strategy outcomes
2. Introduction to marketing strategy formulation
3. Analytical phase of marketing strategy formulation
4. Formulation of potential strategic directions and their selection
5. Marketing strategy execution