Tomas Bata University in Zlín
Study programmes & Course catalogue
for academic year 2025/2026
Tomas Bata University in Zlín
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Course: Strategic marketing management

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Course title Strategic marketing management
Course code KUMK/STMAR
Organizational form of instruction Lecture + Seminary
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 5
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Soukalová Radomila, Ing. Ph.D.
Course content
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.

Learning activities and teaching methods
  • 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
prerequisite
Knowledge
Prerequisities are not set.
Prerequisities are not set.
learning outcomes
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
to perform Porter competitive analysis
to perform Porter competitive analysis
to create a competitive maps
to create a competitive maps
to create competitive maps
to create 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
Knowledge
Activating (Simulation, games, dramatization)
Activating (Simulation, games, dramatization)
Skills
Analysis of a presentation
Analysis of a presentation
assessment methods
Knowledge
Analysis of seminar paper
Analysis of seminar paper
Didactic test
Didactic test
Recommended literature
  • CAMILLERI, Mark Anthony. Strategic corporate communication in the digital age. U.K.: Emerald Publishing Limited, 2021. ISBN 9781800712645.
  • Hanzelková, Alena; Keřkovský, Miroslav; Vykypěl, Oldřich. Strategické řízení: teorie pro praxi. Praha: Grada, 2017. ISBN 978-80-7400-637-1.
  • 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.
  • CHERNEV, Alexander. Strategic marketing management. Chicago: Cerebellum Press, 2018. ISBN 9781936572502.
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy.. Praha, 2013. ISBN 978-80-247-4670-8.
  • KALKA, Jochen a ALLGAYER Florian. Marketing podle cílových skupin. Praha: Computer Press, 2007. ISBN 9788025116173.
  • KOTLER, Philip a KELLER, Kevin Lane. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
  • KOTLER, Philip; KARTAJAYA Hermawan a SETIAWAN, Iwan. Marketing 5.0: technology for humanity. Hoboken: John Wiley, 2021. ISBN 978-1-119-66851-0.
  • Soukalová, Radomila. Marketing..je věda kreativní. Zlín: VeRBuM, 2015. ISBN 978-80-87500-71-2.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester
Tomas Bata University in Zlín, date of update: 16.09.2025 23:51. Data created for academic year 2025/2026