Subject description - BE1M16MAS1
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Explanatory Notes
Instructions
BE1M16MAS1 |
Marketing Strategies |
Roles: | PV |
Extent of teaching: | 2P+2S |
Department: | 13116 |
Language of teaching: | EN |
Guarantors: | |
Completion: | Z,ZK |
Lecturers: | |
Credits: | 5 |
Tutors: | |
Semester: | Z,L |
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:
Page updated 17.2.2025 14:51:18, semester: Z,L/2024-5, Z/2025-6, Send comments about the content to the Administrators of the Academic Programs |
Proposal and Realization: I. Halaška (K336), J. Novák (K336) |