Course: Strategic Marketing

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Course title Strategic Marketing
Course code KMG/STM
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 5
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
Lecturer(s)
  • Švandová Zuzana, Ing. Ph.D.
  • Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
Course content
Content 1.Introduction, basic terms 2.Marketing aims, marketing planning 3.Data formulation 4. Overview of strategies 5.Financial market strategy 6.Competitive (rival oriented) strategies 7.Product strategies and new product development 8.Pricing- strategies and methods 9.Distribution strategy and channel management 10.Communication strategy in: advertising, sales promotion, public relations 11.Strategies on different markets 12. Evaluation of strategies 13.Implementation of marketing strategy 14.Controlling marketing strategy

Learning activities and teaching methods
Monological explanation (lecture, presentation,briefing)
  • Class attendance - 42 hours per semester
  • Semestral paper - 20 hours per semester
  • Preparation for credit - 10 hours per semester
  • Preparation for exam - 30 hours per semester
  • Home preparation for classes - 10 hours per semester
Learning outcomes
Every firm must search for strategies, marketing plans, and finally, a whole marketing program. Steps in planning are investigated from introductory analysis to implementation and control
Students obtain knowledge in given course in accordance with requirements and course programme.
Prerequisites
marketing

Assessment methods and criteria
Written exam

Participation on seminars, defence of semestral work exam:written
Recommended literature
  • Assael H,:. Marketing- Principles & Strategy, The Dryden Press 1993.
  • Horáková,H.:. Strategický marketing. Grada Publishing Praha, 2000. ISBN 80-7169-996-9.
  • Sedláčková,H.:. Strategická analýza. C.H.BECK, 2000. ISBN 80-7179-422-8.
  • Strnad,P.,Dědková,J.:. Strategický marketing. TU Liberec, 2007. ISBN 978-80-7372-197-8.
  • Toyne, B,Walters, P,G.P.:. Global Marketing Management, A Strategic Perspective,Allyn and Bacon. Needham, 1989. ISBN 0-205-11829-1.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Faculty: Faculty of Textile Engineering Study plan (Version): Textile Technologies, Materials and Nanomaterials (2016) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile Technologies, Materials and Nanomaterials (2016) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Clothing Production and Management of Clothing Trade (2012) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile marketing (ANG) Category: Textile production and clothing industry 3 Recommended year of study:3, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Clothing Production and Management (ANG) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile Technologies, Materials and Nanomaterials (2012) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile Technologies, Materials and Nanomaterials (2012) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile Technologies, Materials and Nanomaterials (2012) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile Technologies, Materials and Nanomaterials (ANG) Category: Textile production and clothing industry - Recommended year of study:-, Recommended semester: Summer
Faculty: Faculty of Textile Engineering Study plan (Version): Textile marketing (2012) Category: Textile production and clothing industry 3 Recommended year of study:3, Recommended semester: Summer