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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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Discussed topics: -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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| 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) |
| Analysis of a presentation |
| Analysis of a presentation |
| Educational trip |
| Educational trip |
| 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 |
| 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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KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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PARNELL, John A. Strategic management: theory and practice. 2014. ISBN 9781452234984.
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Soukalová. Marketing ..is science cerative. Zlín, 2018.
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