116-9549/02 – Strategic Marketing Management (SMM)

Gurantor departmentDepartment of Marketing and BusinessCredits10
Subject guarantordoc. Ing. Vojtěch Spáčil, CSc.Subject version guarantordoc. Ing. Vojtěch Spáčil, CSc.
Study levelpostgraduateRequirementCompulsory
YearSemesterwinter + summer
Study languageEnglish
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesDoctoral
Instruction secured by
LoginNameTuitorTeacher giving lectures
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Examination 28+0
Part-time Examination 28+0

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

Individual consultations


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:

DONELLY, H. James a Paul, J. PETER. Marketing Management. Knowledge and Skills. 11th ed. London: McGraw Hill, 2013. 816 pp. ISBN 978-0-077558598. HOLLENSEN, Svend. Marketing Management: A Relationship Approach, 4th ed. London: Pearson, 2019. ISBN 9781292301402. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 pp. ISBN 978-981-4768575.

Recommended literature:

BEST, J. Roger. Market – Based Management. 6th edition. New Yersey: Prentice Hall, 2012. ISBN 978-01-3284816-9. GUILTINAN, P. J., G. W. PAUL a T. J. MADDEN. Marketing Management. Strategies and Programs. 4th ed. New York: Prentice Hall, 2005. ISBN 978-0-070490970. PELSMACKER, P. D., M. GEUENS and J. van den BERG. Marketing Communications. A European perspective. 6th edition. Harlow: Prentice Hall, 2018. ISBN 978-1-292-13576-2.

Way of continuous check of knowledge in the course of semester

Written project and oral exam.


Other requirements

Students should pass exam from Business Administration and Management.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Internal analysis. ABC Analysis. Analysis portfolio. Frequency and custom marketing. 2. Profitability analysis and marketing productivity. Cover contribution analysis. Model A. D. Little. 3. Market analysis and measurement. Market segmentation. Cluster analysis. Methods of calculating absolute and relative market potential. Purchasing Power Index. Geodemographic Analysis PRIZM. 4. Competition analysis. Porter's analysis of competitive forces. Positional maps. Sources of competitive advantage. 5. Customer analysis. Black box model. Sequence model. Conversion model. Customer satisfaction measurement. Satisfaction pyramid method. Method of perceived differences. 6. Retail analysis. Quantitative analysis of retail. Distribution intensity measurement. Qualitative analysis of retail. Shopscore audit. 7. Marketing strategies, their qualifications and suitability for use. Offensive and defensive strategies. 8. Marketing audit. 9. Marketing models. Product life cycle. Adoption curve. Price models. Communication models.

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Examination Examination  
Mandatory attendence parzicipation:

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (P0413D050002) Economy and Management P English Ostrava Compulsory study plan
2021/2022 (P0413D050002) Economy and Management K English Ostrava Compulsory study plan
2020/2021 (P0413D050002) Economy and Management K English Ostrava Compulsory study plan
2020/2021 (P0413D050002) Economy and Management P English Ostrava Compulsory study plan
2019/2020 (P0413D050002) Economy and Management P English Ostrava Compulsory study plan
2019/2020 (P0413D050002) Economy and Management K English Ostrava Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner