Marketing Strategies

B242 - Summer 2024/2025

This is a grouped Moodle course. It consists of several separate courses that share learning materials, assignments, tests etc. Below you can see information about the individual courses that make up this Moodle course.

B1M16MAS1 B1M16MAS

Marketing Strategies - B1M16MAS1

Main course

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

Marketing Strategies - B1M16MAS

Credits	5
Semesters	Winter
Completion	Assessment + Examination
Language of teaching	Czech
Extent of teaching	1P+3S