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:


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


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


Předpokládá se absolvování předmětu A1M16MAR, A1M16MAV

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 23.7.2024 17:51:35, semester: Z,L/2023-4, Z,L/2024-5, Send comments about the content to the Administrators of the Academic Programs Proposal and Realization: I. Halaška (K336), J. Novák (K336)