Marketing Strategies

B242 - Summer 2024/2025
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Marketing Strategies - B1M16MAS1

Student survey results
Credits 5
Semesters Both
Completion Assessment + Examination
Language of teaching Czech
Extent of teaching 2P+2S
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
None
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
Předpokládá se absolvování předmětu A1M16MAR, A1M16MAV
https://ekonom.feld.cvut.cz/cs/student/predmety/marketingove-strategie