Course: Strategic Marketing

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Course title Strategic Marketing
Course code KMG/SM
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study not specified
Semester Winter
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory, Compulsory-optional
Form of instruction Face-to-face
Work placements Course does not contain work placement
Recommended optional programme components None
  • Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
  • Myslivcová Světlana, Ing. Ph.D.
Course content
Lectures (topics): 1. Basic terms and concepts, strategic marketing development, strategic management process. 2. Marketing goals, marketing planning. 3. Strategic analysis, interpretation of collected data. 4. Marketing planning. 5. Overview of strategies. 6. Competition strategies. 7. Marketing strategies - product, service, offer. 8. Price strategies. 9. Distribution strategies. 10. Communication strategies. 11. Various markets strategies. 12. Evaluation of strategies. 13. Implementation of strategies. 14. Strategy marketing control. Seminars (topics): Case studies are analysed and discussed during the seminars, students prepare and analyse business marketing plans. 1.Description of industrial markets. 2.Planning principles. 3.Marketing planning - case study. 4.Growth strategies - case study. 5.Market volume and size. 6.Competition strategies - case study. 7.Porter's five forces analysis. 8.Distribution analyses - examples. 9.Selection and evaluation of suppliers. 10.Presentation and defence of seminar projects.

Learning activities and teaching methods
Monological explanation (lecture, presentation,briefing), Dialogue metods(conversation,discussion,brainstorming)
  • Preparation for exam - 35 hours per semester
  • Semestral paper - 15 hours per semester
  • Class attendance - 56 hours per semester
  • Preparation for credit - 10 hours per semester
  • Home preparation for classes - 10 hours per semester
  • Presentation preparation (report) - 10 hours per semester
  • Preparation for formative assessments - 10 hours per semester
Learning outcomes
The aim of the subject is to teach students how to solve problems connected with creating and implementing strategic plans. The individual steps in planning such as the initial analysis, types of strategies, implementation, and control systems are explained and discussed.
Students obtain knowledge in given course in accordance with requirements and course programme.

Assessment methods and criteria
Written exam

Participation on seminars exam:written
Recommended literature
  • Dědková, J. Strategický marketing pro kombinované studium. Liberec, 2017. ISBN 978-80-7494-354-9.
  • Fotr J. a kol. Tvorba strategie a strategické plánování. Praha, 2020. ISBN 978-80-271-2499-2.
  • Jakubíková,D. Strategický marketing. Praha, 2013. ISBN 978-80-247-4670-8.
  • Kotler, P., G.Armstrong. Principles of marketing. 2016. ISBN 978-1-292-09248-5.
  • Kotler, P., H. Kartajaya a I S. Marketing 4.0: Moving from Traditional to Digital. 2017. ISBN 978-11-1934-114-7.
  • McDonald M a H.Wilson. Marketingový plán. Brno, 2012. ISBN 978-80-265-0014-8.

Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester