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Lecturer(s)
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Staňková Pavla, doc. Ing. Ph.D.
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Soukalová Radomila, Ing. Ph.D.
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Course content
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1. Competitor analysis. 2. Strategic positioning of companies as market leaders or challengers. 3. Strategic positioning of companies as followers or small players. 4. Analysis and forecasting of market and company demand. 5. Analysis, creation, and formulation of segment profiles. 6. Differentiation of market offerings. 7. Market offer placement. 8. Product development and market launch. 9. Development of demand, product needs and technology, and their PCL. 10. Product mix. 11. Pricing strategy. 12. Choice of effective distribution channels. 13. Final knowledge test.
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Learning activities and teaching methods
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Lecturing, Projection (static, dynamic)
- Home preparation for classes
- 125 hours per semester
- Term paper
- 5 hours per semester
- Participation in classes
- 10 hours per semester
- Preparation for examination
- 10 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| 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 competitive maps |
| to create competitive maps |
| 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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| Lecturing |
| Activating (Simulation, games, dramatization) |
| Projection (static, dynamic) |
| Projection (static, dynamic) |
| Activating (Simulation, games, dramatization) |
| Lecturing |
| Analysis of a presentation |
| Analysis of a presentation |
| Skills |
|---|
| Activating (Simulation, games, dramatization) |
| Analysis of a presentation |
| Analysis of a presentation |
| Activating (Simulation, games, dramatization) |
| assessment methods |
|---|
| Knowledge |
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| Preparation of a presentation |
| Preparation of a presentation |
| Grade (Using a grade system) |
| Analysis of seminar paper |
| Grade (Using a grade system) |
| Analysis of seminar paper |
| Didactic test |
| Didactic test |
| 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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Hanzelková, Alena; Keřkovský, Miroslav; Vykypěl, Oldřich. Strategické řízení: teorie pro praxi. Praha: Grada, 2017. ISBN 978-80-7400-637-1.
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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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JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
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KALKA, Jochen a ALLGAYER Florian. Marketing podle cílových skupin. Praha: Computer Press, 2007. ISBN 9788025116173.
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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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Soukalová, Radomila. Marketing..je věda kreativní. Zlín: VeRBuM, 2015. ISBN 978-80-87500-71-2.
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