Czech

Not applicable.

Knowledge of marketing terms and concepts required.

Written test.
Active participation on seminars.

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).
Building an awareness of the importance of strategic marketing management in the process of creation of a sustainable competitive advantage. 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.

Not applicable.

Not applicable.

HORÁKOVÁ, H.: Strategický marketing. Grada Publishing, 2003. ISBN 80-247-0447-1
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4

Not applicable.