Počet kreditů 5
Vyučováno v Winter and summer
Rozsah výuky 2P+2S
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
4.dtto
5.dtto
6.dtto
7.dtto
8.dtto
9.dtto
10.dtto
11.dtto
12.dtto
13.dtto
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

Rozvrh předmětu
Po
Út
St
Čt
PřednáškyCvičení