Počet kreditů 5
Vyučováno v Winter
Rozsah výuky 1p+3s
Garant předmětu
Přednášející
Cvičící

Broadening of basic knowledge of marketing. The analysis of marketing strategies in different market situations. The firm`s behaviour under competition and competitive advantage. Case studies in the field of product policy, price and condition policy, communication policy and distribution policy.

1.The enterprise strategy and marketing

2.

- 3.Methods of strategic analysis

4.

- 5.The Ansoff`s matrix product/market

6.

- 7.The Kotler`s strategy of behaviour under competition

8.

- 9.The Porter`s theory of competitive advantage

10. - 11.Synergic strategies

12.

- 13.The implementation of strategies

14.Final evaluation

1.Marketing strategies

2.Methods of strategic analysis. Introduction of case study

3.Solution of case studies and introduction of new study

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14.Evaluation, credit

1. Kotler, P., Keller, K. L: Marketing Management. 14th Edition, Prentice-Hall Inc. 2011. ISBN-10: 0132102927

2.David, F.R.: Strategic Management, Prentice Hall, 2001

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