Course detail

Strategic Marketing

FP-RsmaKAcad. year: 2023/2024

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.

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Knowledge of marketing terms and concepts required.

Rules for evaluation and completion of the course

Written test.
Active participation on seminars.

Aims

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).
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.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR-KS Master's

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

Type of course unit

 

Lecture

20 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Guided consultation in combined form of studies

35 hours, optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.