Subject description - A1M16MAS
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Explanatory Notes
Instructions
| A1M16MAS |
Marketing Strategies |
| Roles: | |
Extent of teaching: | 1+3s |
| Department: | 13116 |
Language of teaching: | CS |
| Guarantors: | |
Completion: | Z,ZK |
| Lecturers: | |
Credits: | 5 |
| Tutors: | |
Semester: | Z |
Web page:
https://ekonom.feld.cvut.cz/cs/student/predmety/marketingove-strategie
Anotation:
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.
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 outline:
| 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. | | David, F.R.: Strategic Management, Prentice Hall, 2001 |
Requirements:
viz
https://ekonom.feld.cvut.cz/cs/student/predmety/marketingove-strategie
Subject is included into these academic programs:
| Program |
Branch |
Role |
Recommended semester |
| Page updated 14.3.2025 14:51:46, semester: Z,L/2024-5, Z,L/2025-6, Send comments about the content to the Administrators of the Academic Programs |
Proposal and Realization: I. Halaška (K336), J. Novák (K336) |