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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 the position of market leader, challenger, follower, trocar; - analysis and forecasting of market and company demand; - analysis, creation and formulation of segment profile; - differentiation and placement of market supply; - product development and marketing; - development of demand, needs and technology of the product and their PCL; - product mix; - pricing strategies; - choice of efficient distribution channels; - final knowledge test.
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Learning activities and teaching methods
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- Home preparation for classes
- 99 hours per semester
- Term paper
- 5 hours per semester
- Preparation for examination
- 20 hours per semester
- Participation in classes
- 26 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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| knowledge of competitive analysis and the determination of appropriate criteria and the appropriate method of evaluation |
| knowledge of competitive analysis and the determination of appropriate criteria and the appropriate method of evaluation |
| knowledge of market leader, challenger, follower and challenger strategies |
| knowledge of market leader, challenger, follower and challenger strategies |
| understanding of the nature of demand forecasting and the process of demand for need, technology and product, the product development process |
| understanding of the nature of demand forecasting and the process of demand for need, technology and product, the product development process |
| knowledge of the process of target group identification and target group profiling |
| knowledge of the process of target group identification and target group profiling |
| understanding of relations between particular areas in the context of strategic management |
| understanding of relations between particular areas in the context of strategic management |
| Skills |
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| perform Porter competitive analysis |
| perform Porter competitive analysis |
| create competitive maps |
| create competitive maps |
| design and implement the process of target group identification |
| design and implement the process of target group identification |
| design the stages of the new product development process |
| design the stages of the new product development process |
| identify critical points in the new product development process |
| 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) |
| Skills |
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| Analysis of a presentation |
| Analysis of a presentation |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Didactic test |
| Didactic test |
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Recommended literature
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? Aktuální odborné časopisy. Marketingové komunikace, Marketing magazín, Trend Marketing, Strategie. Studijní pomůcky: ppt prezentace, komunikace a studijní materiály formou Moodle e- learning..
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Aktuální odborné časopisy. Marketingové komunikace, Marketing magazín, Trend Marketing, Strategie.
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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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JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
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KOTLER, Philip, KELLER, Kevin Lane. Marketing management.. Praha, 2013. ISBN 978-80-247-4150-5.
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Soukalová, Radomila. Marketing..je věda kreativní. Zlín: VeRBuM, 2015. ISBN 978-80-87500-71-2.
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