116-9549/02 – Strategic Marketing Management (SMM)
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 | Compulsory |
Year | | Semester | winter + summer |
| | Study language | English |
Year of introduction | 2019/2020 | 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 course focuses on understanding strategic marketing management and developing strategic approaches. Upon completion of the course, students should be able to apply appropriate theoretical concepts and analytical models in the creation of publication outputs.
Compulsory literature:
Recommended literature:
Additional study materials
Way of continuous check of knowledge in the course of semester
Written project and oral exam.
E-learning
Other requirements
Students should pass exam from Business Administration and Management.
Prerequisities
Subject has no prerequisities.
Co-requisities
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
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