OPF:MARNPSMG Strategy Marketing - Course Information

MARNPSMG Strategy Marketing

Extent and Intensity

2/1/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Zdeněk Bednarčík (lecturer)
prof. RNDr. Jaroslav Ramík, CSc. (lecturer)
Ing. Zdeněk Bednarčík (seminar tutor)
doc. Ing. Martin Klepek, Ph.D. (seminar tutor)

Guaranteed by

Ing. Zdeněk Bednarčík
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

None

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Marketing and Management (programme OPF, N_EKOMAN)

Course objectives

Strategic marketing builds on the marketing and management courses and develops the knowledge acquired in these subjects. Its aim is to promote theoretical and methodological basis of these disciplines, to support their interdisciplinary links and to get students to be able to comprehensively evaluate complex practical phenomena and processes. The strategic nature of the subject requires students to know the basics of research, problem solving and research activities, and be able to transform the results of research into theory and into practical business and marketing projects. The students in this course address the practical examples by utilizing the acquired knowledge. Content of this subject is directly linked to other mandatory and optional subjects including a diploma thesis.

Syllabus

• 1. The Methodology of Strategic Marketing.
  2. Strategic Marketing Management.
  3. The strategic marketing process - planning stage, analyses of the external environment.
  4. The strategic marketing process - planning stage, internal analysis, SWOT analysis.
  5. The strategic marketing process - planning stage, marketing goals, creation of a plan.
  6. The strategic marketing process - implementation and control stage.
  7. Methodology of corporate marketing strategy.
  8. International marketing strategy.
  9. Application of strategic marketing - a system of customer relationship management.
  10. Application of strategic marketing - marketing strategy in services.
  11. Strategy and pricing planning.
  12. Price management, current issues of pricing.
  13. Prognostic analysis using mathematical and statistical methods.
  

Literature

required literature
• PAYNE, A, FROW, P. Strategic Customer Management : Integrating Relationship Marketing and CRM. Cambridge University Press, 2013. ISBN 9781107014961. info
• GILLIGAN, C., WILSON, M. S. Strategic Marketing Planning. Amsterdam: Elsevier, 2009. ISBN 978-1-85617-617-0. info
• JAKUBÍKOVÁ, D. Strategický marketing. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. info
• BEDNARČÍK, Z. Strategický marketing. Karviná: SU OPF, 2007. ISBN 978-80-7248-436-2. info
• RUSSEL,L., JONES,N. Marketing management. Praha- Portál, 2005. ISBN 80-7367-008-9. info
• HORÁKOVÁ, H. Strategický marketing. Praha: Grada Publishing, 2002. ISBN 80-247-0447-1. info

recommended literature
• BLAŽEK, L. Management: organizování, rozhodování, ovlivňování. Praha: Grada, 2011. ISBN 978-80-247-3275-6. info
• WILCZKOVÁ, M. Cenová strategie a taktika. Karviná: SU OPF, 2008. info
• KNIGHT, P. Vysoce efektivní marketingový plán: 15 kroků k úspěchu v podnikání. Praha: Grada Publishing, 2007. ISBN 978-80-247-1999-3. info
• VAREY,R. J. Marketing Ccommnunication:principles and practice. London, 2002. ISBN 80-247-1069-2. info
• KOTLER, P. Marketing podle Kotlera: Jak vytvářet a ovládnout nové trhy. Praha: Management Press, 2000. ISBN 80-7261-010-4. info

Teaching methods

Skills demonstration
Seminar classes

Assessment methods

Written exam

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

attendance in seminars 70 %, ongoing test, final written exam

Activity	Difficulty [h]
Ostatní studijní zátěž	40
Přednáška	26
Seminář	13
Zkouška	40
Summary	119

• Enrolment Statistics (recent)
  
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