FP-RsmaKAcad. year: 2020/2021
Strategic marketing course is aimed at explanation of principles of strategic marketing decisions and of execution of them. Starting point is discussion on strategy, strategic position of a company, and factors that influence strategy selection. The approaches toward marketing strategy development will be another part of the curriculum - from strategic analysis tools, through formulation of vision and mission of a company, formulation of strategic intentions and selection to execution and feedback mechanism.
Learning outcomes of the course unit
Building an awareness of the importance of strategic marketing management in the process of creation of a sustainable competitive advantage. The students will gain awaneress of current trends in marketing approach developemnt. They will deeper their knowledge of the processes of environmental analysis (both external and internal), strategy variants formulation, evaluation and execution in the competitive environment.
Knowledge of marketing terms and concepts required.
Recommended optional programme components
Recommended or required reading
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4
HORÁKOVÁ, H.: Strategický marketing. Grada Publishing, 2003. ISBN 80-247-0447-1
Planned learning activities and teaching methods
Seminars, team discussions.
Assesment methods and criteria linked to learning outcomes
Language of instruction
Strategy, strategic management, strategic marketing
Conditions for utilization of strategic marketing
Step-by-step approach to marketing strategy formulation
Marketing strategy analysis methods
Strategic marketing variants generation
Selection of an appropriate marketing strategy and its execution
To enable the students become familiar with an important area of strategic management - namely with strategic marketing (factors influencing the potential development of a company, analytical tools for strategic marketing analysis, creation of strategic marketing documents, methods of selection of strategic marketing variants, their execution and methods of feedback).
Specification of controlled education, way of implementation and compensation for absences
Active participation on seminars.