Course detail

Strategic Marketing

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.


Not applicable.

Recommended optional programme components

Not applicable.

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

Written test.

Language of instruction


Work placements

Not applicable.

Course curriculum

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.

Classification of course in study plans

  • Programme MGR-KS Master's

    branch MGR-ŘEP-KS , 1. year of study, summer semester, 4 credits, compulsory

Type of course unit



20 hours, optionally

Teacher / Lecturer

Guided consultation in combined form of studies

35 hours, optionally

Teacher / Lecturer