Subject description - B1M16MAS1
Summary of Study |
Summary of Branches |
All Subject Groups |
All Subjects |
List of Roles |
Explanatory Notes
Instructions
| B1M16MAS1 | Marketing Strategies | ||
|---|---|---|---|
| Roles: | PV | Extent of teaching: | 2P+2S |
| Department: | 13116 | Language of teaching: | CS |
| Guarantors: | Pešek O. | Completion: | Z,ZK |
| Lecturers: | Pešek O. | Credits: | 5 |
| Tutors: | Pešek O. | Semester: | Z,L |
Web page:
https://moodle.fel.cvut.cz/courses/B1M16MAS1Anotation:
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 |
| MPEEM4_2018 | Management of Power Engineering and Electrical Engineering | PV | 2,3 |
| Page updated 16.1.2025 17:51:11, semester: L/2024-5, Z/2025-6, Z/2024-5, Send comments about the content to the Administrators of the Academic Programs | Proposal and Realization: I. Halaška (K336), J. Novák (K336) |