Subject description - BD1M16MAS
Summary of Study |
Summary of Branches |
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Explanatory Notes
Instructions
| BD1M16MAS |
Marketing Strategies |
| Roles: | |
Extent of teaching: | 7KP+9KS |
| Department: | 13116 |
Language of teaching: | CS |
| Guarantors: | |
Completion: | Z,ZK |
| Lecturers: | |
Credits: | 5 |
| Tutors: | |
Semester: | Z |
Web page:
https://moodle.fel.cvut.cz/divize/13116/Katedra_ekonomiky__manazerstvi_a_humanitnich_ved
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. | | 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
Subject is included into these academic programs:
| Program |
Branch |
Role |
Recommended semester |
| Page updated 16.4.2026 17:52:09, semester: Z,L/2025-6, Z,L/2026-7, L/2029-30, Z/2028-9, Z,L/2027-8, L/2028-9, Send comments about the content to the Administrators of the Academic Programs |
Proposal and Realization: I. Halaška (K336), J. Novák (K336) |