XPEM2757 Strategy Marketing

School of Business Administration in Karvina
Winter 2015
Extent and Intensity
0/0. 4 credit(s).
Guaranteed by
Ing. Michal Stoklasa, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Prerequisites
None
Course Enrolment Limitations
The course is offered to students of any study field.
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.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
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