|
Lecturer(s)
|
-
Pícha Kamil, doc. Ing. Ph.D., MBA
|
|
Course content
|
Lectures: 1. Introductory lecture. Characteristics, definition and significance of the subject. Basic categories. 2. Strategic management process as a starting point and limiting factor of the marketing process. 3. Mission of the company, its goals and fundamental strategic direction for achieving its goals. Opportunities for the company. 4. Strategic marketing process, characteristics, stages. 5. Marketing situation analysis. 6. SWOT analysis 7. Marketing planning and marketing plans. 8. Setting marketing objectives, identifying opportunities and selecting target markets. 9. Marketing strategies and tactics, their selection and use. 10. Possibilities for improving the marketing planning process. 11. Portfolio of the company's marketing activities and its analysis. Strategic business unit. Matrix planning and issues of matrix procedures. 12. Implementation stage of the strategic marketing process. 13. Control stage of the strategic marketing process. Course content - seminar topics: 1. Basic categories 2. Company mission 3. Situational analysis 4. SWOT analysis 5. SWOT analysis 6. Matrix procedures 7. Matrix procedures. Assigned credit task.
|
|
Learning activities and teaching methods
|
|
unspecified
|
|
Learning outcomes
|
The aim of the course is to get students acquainted with the essence and methods of strategic marketing, the creation of a company's marketing plan taking into account various specific market situations, and methods of evaluating the fulfillment of this plan. During the exercises, students will learn to apply these methods in practice.
|
|
Prerequisites
|
unspecified
|
|
Assessment methods and criteria
|
unspecified
Requirements for credit: Preparation and presentation of an individual or team project, attendance at seminars. Examination requirements: The examination tests knowledge of the course material based on lectures and required reading within the given scope. The examination can only be taken after the credit has been awarded. The examination takes the form of a written test, and the project evaluation is reflected in the final assessment.
|
|
Recommended literature
|
-
West, D. C. et al. Strategic marketing: creating competitive advantage. Oxford University Press. 2022.
|