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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Course content
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Content 1.Introduction 2.Corporate strategy 3.Marketing audit; SWOT analysis 4.Marketing planning and strategy formulation 5.Techniques of strategic appraisal (BCG, GE, PIMS) 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.Sales management and personál selling 12.Implementation of marketing strategy 13.Controlling marketing strategy 14.Repetition Exercises deal with case studies and students prepare and discuss marketing plans for businesses.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- 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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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 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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Dědková, J. Strategický marketing pro kombinované studium. Liberec, 2017. ISBN 978-80-7494-353-9.
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Horáková,H.:. Strategický marketing. Grada Publishing, 2000. ISBN 80-7169-996-9.
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Jakubíková,D. Strategický marketing. Praha, 2013. ISBN 978-80-247-4670-8.
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McDonald M a H.Wilson. Marketingový plán. Brno, 2012. ISBN 978-80-265-0014-8.
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