116-0949/02 – Strategic Marketing Management (SMR)
| Gurantor department | Department of Marketing and Business | Credits | 10 |
| Subject guarantor | doc. Ing. Vojtěch Spáčil, CSc. | Subject version guarantor | doc. Ing. Vojtěch Spáčil, CSc. |
| Study level | postgraduate | Requirement | Choice-compulsory |
| Year | | Semester | winter + summer |
| | Study language | Czech |
| Year of introduction | 2013/2014 | Year of cancellation | |
| Intended for the faculties | EKF | Intended for study types | Doctoral |
Subject aims expressed by acquired skills and competences
1. To set up the situation analysis.
2. To identify the methods of market measurement.
3. To categorize the types of marketing strategies.
4. To explain the application of the marketing mix programs.
5. To characterize the marketing models.
Teaching methods
Lectures
Individual consultations
Summary
The subject is focused on understanding of strategic marketing management and setting strategic approaches. Using case studies, internal and external strategic analysis methods are applied. Attention is paid to the implementation of the strategy with its impact on the company's position on the market. At the end of the course, students should be able to apply appropriate concepts and analytical models, propose an appropriate strategic framework and think through the different parts of the strategy implementation.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
Written project and oral exam.
E-learning
Other requirements
Student should pass the exam from module Business Administration and Management.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
Content of marketing management. Strategic Marketing analysis as base for marketing plan. Analytical methods. Internal analysis. Productivity and profitability analysis. External analysis. Customer analysis. Competitor analysis. Retailer analysis. Company strategy and goals. Marketing strategies and goals. Product programs. Price programs. Advertising programs. Sales promotion programs. Distribution programs. Organization of marketing activities. Marketing plan, its implementation and controlling. Marketing audit. Marketing models.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks