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Course info
KMO / DSMF
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Course description
Department/Unit / Abbreviation
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KMO
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DSMF
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Strategic Marketing for Firms
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
0
Cred.
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Type of completion
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Combined
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Type of completion
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Combined
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Time requirements
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Lecture
12
[Hours/Semester]
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Course credit prior to examination
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No
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Course credit prior to examination
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No
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Included in study average
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NO
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Language of instruction
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Czech
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Occ/max
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Summer semester
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0 / -
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0 / -
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0 / -
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Included in study average
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NO
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Winter + Summer
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Semester taught
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Winter + Summer
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Minimum (B + C) students
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10
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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Czech
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Internship duration
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0
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No. of hours of on-premise lessons |
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Evaluation scale |
S|N |
Periodicity |
každý rok
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Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
S|N |
Substituted course
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None
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Preclusive courses
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N/A
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
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XLS
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Course objectives:
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To familiarize students with the essence and methods of strategic marketing, concentrating especially on business companies. To explain the problems of creating a company marketing plan, to familiarize students with methods reviewing the implementation of this plan. To teach students how to be well versed in the problems of creating a marketing strategy in extreme business situations and how to master methods of market research.
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Requirements on student
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To write a term paper - a strategic business plan and its evaluation (or more precisely, by thematic units 1-10). After writing the term paper students take an oral exam.
Thematic units of the exam: 1 Strategic marketing as part of strategic management 2 Evaluating market performance of a business 3 Assessment of business companies 4 Balanced Scorecard - a strategic system to measure efficiency 5 The PIMS method and possibilities of its use in business companies 6 Systematization of marketing strategies 7 The concept of marketing in the international market environment 8 Basic issues and problems of marketing audit 9 The European Union and marketing strategies 10 Strategic activities of businesses in a crisis
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Content
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The course is intended for doctoral studies.
Strategic management for businesses and organizations - a limiting factor of marketing process Evaluating market performance of a business Strategic marketing process: planning, implementation and control Basic and specific methods of marketing situational analysis Marketing information system, PIMS program Strategic marketing objectives, a preparation process of marketing strategies Marketing strategies Implementation of marketing strategies; strategically-oriented corporate culture Marketing audit Specifics of developing a marketing strategy for international markets Marketing strategies in marginal business situations
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
Kaplan, Robert S.; Norton, David P. Balanced scorecard : strategický systém měření výkonnosti podniku. Vyd. 1. Praha : Management Press, 2000. ISBN 80-7261-032-5.
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Basic:
Bureš, Ivan. Marketing pro firmu v krizi. 1. vyd. Praha : Management Press, 1995. ISBN 80-85603-89-6.
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Basic:
Lyková, Jana. Marketingový audit a kontrola. 1. vyd. Praha : Grada, 2000. ISBN 80-7169-720-6.
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Basic:
Jakubíková, Dagmar. Strategický marketing. 1. vyd. Praha : Grada, 2008. ISBN 978-80-247-2690-8.
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Basic:
Horáková, Helena. Strategický marketing. 2., rozš. a aktualiz. vyd. Praha : Grada Publishing, 2003. ISBN 80-247-0447-1.
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Basic:
Jakubíková, Dagmar. Strategický marketing. Strategie a trendy.. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8.
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Basic:
Dedouchová, Marcela. Strategie podniku. Vyd. 1. Praha : C.H. Beck, 2001. ISBN 80-7179-603-4.
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Extending:
Meffert, Heribert. Marketing - management. 1. vyd. Praha : Grada, 1996. ISBN 80-7169-329-4.
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Extending:
Kotler, Philip. Marketing management. eleventh ed. New Jersey : Prentice-Hall, 2000. ISBN 0-13-049715-0.
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Recommended:
Cooper, John; Lane, Peter. Marketingové plánování : praktická příručka manažera. 1. vyd. Praha : Grada, 1999. ISBN 80-7169-641-2.
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Recommended:
Bowman, Cliff. Strategický management. 1. vyd. Praha : Grada, 1996. ISBN 80-7169-230-1.
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On-line library catalogues
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
to complete Master´s study programme |
to have excellent knowledge of marketing principles |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to discuss and explain current marketing theories |
Skills - skills resulting from the course: |
to write a strategic marketing plan |
to defend prepared solution |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Oral exam |
Seminar work |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture supplemented with a discussion |
Self-study of literature |
One-to-One tutorial |
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