Marketing Strategies

B232 - Summer 23/24
Course page (outside Moodle)
This course is not present in Moodle. You can visit its homepage by clicking the "Course page (outside Moodle)" button on the right (if available).

Marketing Strategies - B1M16MAS

Student survey results
Credits 5
Semesters Winter
Completion Assessment + Examination
Language of teaching Czech
Extent of teaching 1P+3S
Annotation
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.
Study targets
No data.
Course outlines
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
Exercises outlines
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
Literature
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
Requirements
No data.