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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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1. Analysis of competitors. 2. Strategic position of companies in a position of a market leader, follower, etc. 3.-4. Analysis and prediction of market and company demand. 5. Analyses, creation and formulation of segment profile. 6. Diferentiation and placement of market supply. 7. Product development and its launch. 8. Development of demand, need and product technology and their PCL. 9. Product mix. 10. Price-setting strategy. 11. Selection of effective distribution channels. 12. Strategic marketing planning. 13. Case studies of good practice.
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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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