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Lecturer(s)
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Soukalová Radomila, Ing. Ph.D.
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Staňková Pavla, doc. Ing. Ph.D.
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Course content
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- Analysis of competitors and strategic position of companies in a position of a market leader, follower, etc; - Analysis and prediction of market and company demand; - Analyses, creation and formulation of segment profile; - Diferentiation and placement of market supply; - Product development and its launch; - Development of demand, need and product technology and their PCL; - Product mix; - Price-setting stratégy; - Selection of effective distribution channels;-Final test.
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Learning activities and teaching methods
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- Home preparation for classes
- 10 hours per semester
- Educational trip
- 2 hours per semester
- Preparation for examination
- 10 hours per semester
- Term paper
- 5 hours per semester
- Participation in classes
- 16 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| to list the type of competitive analysis and to determinate the appropriate criteria and the appropriate method of evaluation |
| to list the type of competitive analysis and to determinate the appropriate criteria and the appropriate method of evaluation |
| to explain the market leader, challenger, follower and challenger strategies |
| to explain the market leader, challenger, follower and challenger strategies |
| to describe the principle of the nature of demand forecasting and the process of demand for need, technology and product, the product development process |
| to describe the principle of the nature of demand forecasting and the process of demand for need, technology and product, the product development process |
| to define the process of target group identification and target group profiling |
| to define the process of target group identification and target group profiling |
| to explain the relations between particular areas in the context of strategic management |
| to explain the relations between particular areas in the context of strategic management |
| Skills |
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| to perform Porter competitive analysis |
| to perform Porter competitive analysis |
| to create a competitive maps |
| to create a competitive maps |
| to design and implement the process of target group identification |
| to design and implement the process of target group identification |
| to design the stages of the new product development process |
| to design the stages of the new product development process |
| to identify critical points in the new product development process |
| to identify critical points in the new product development process |
| teaching methods |
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| Knowledge |
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| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Analysis of a presentation |
| Analysis of a presentation |
| Educational trip |
| Educational trip |
| Skills |
|---|
| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Didactic test |
| Didactic test |
| Analysis of seminar paper |
| Analysis of a presentation given by the student |
| Analysis of a presentation given by the student |
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Recommended literature
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CAMILLERI, Mark Anthony. Strategic corporate communication in the digital age. U.K.: Emerald Publishing Limited, 2021. ISBN 9781800712645.
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HEDING, Tilde; KNUDTZEN, Charlotte F. a BJERRE, Mogens. Brand management: mastering research, theory and practice. London: Routledge, Taylor & Francis Group, 2020. ISBN 978-0-367-17257-2.
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CHERNEV, Alexander. Strategic marketing management. Chicago: Cerebellum Press, 2018. ISBN 9781936572502.
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KOTLER, Philip a KELLER, Kevin Lane. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
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KOTLER, Philip; KARTAJAYA Hermawan a SETIAWAN, Iwan. Marketing 5.0: technology for humanity. Hoboken: John Wiley, 2021. ISBN 978-1-119-66851-0.
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PARNELL, John A. Strategic management: theory and practice. 2014. ISBN 9781452234984.
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PAYNE, Adrian a FROW, Pennie. Strategic customer management: integrating relationship marketing and CRM. Cambridge: Cambridge University Press, 2013. ISBN 9781107333192.
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