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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Myslivcová Světlana, Ing. Ph.D.
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Course content
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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.
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Learning activities and teaching methods
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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
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Learning outcomes
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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.
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Prerequisites
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Marketing
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Assessment methods and criteria
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Written exam
Participation on seminars exam:written
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Recommended literature
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Dědková, J. Strategický marketing pro kombinované studium. Liberec, 2017. ISBN 978-80-7494-354-9.
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Fotr J. a kol. Tvorba strategie a strategické plánování. Praha, 2020. ISBN 978-80-271-2499-2.
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Jakubíková,D. Strategický marketing. Praha, 2013. ISBN 978-80-247-4670-8.
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Kotler, P., G.Armstrong. Principles of marketing. 2016. ISBN 978-1-292-09248-5.
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Kotler, P., H. Kartajaya a I S. Marketing 4.0: Moving from Traditional to Digital. 2017. ISBN 978-11-1934-114-7.
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McDonald M a H.Wilson. Marketingový plán. Brno, 2012. ISBN 978-80-265-0014-8.
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