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Lecturer(s)
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Švandová Zuzana, Ing. Ph.D.
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Course content
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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
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Learning activities and teaching methods
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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
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Learning outcomes
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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.
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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, defence of semestral work exam:written
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Recommended literature
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Assael H,:. Marketing- Principles & Strategy, The Dryden Press 1993.
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Horáková,H.:. Strategický marketing. Grada Publishing Praha, 2000. ISBN 80-7169-996-9.
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Sedláčková,H.:. Strategická analýza. C.H.BECK, 2000. ISBN 80-7179-422-8.
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Strnad,P.,Dědková,J.:. Strategický marketing. TU Liberec, 2007. ISBN 978-80-7372-197-8.
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Toyne, B,Walters, P,G.P.:. Global Marketing Management, A Strategic Perspective,Allyn and Bacon. Needham, 1989. ISBN 0-205-11829-1.
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