PEMNPMKT Strategic Marketing

School of Business Administration in Karvina
Winter 2018
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Ing. Michal Stoklasa, Ph.D. (lecturer)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
Guaranteed by
Ing. Michal Stoklasa, Ph.D.
Department of Business Economics and Management - School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
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.
  • 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. International marketing strategy.
    8. Application of strategic marketing - a system of customer relationship management.
    9. Application of strategic marketing - marketing strategy in services.
    10. Product policy and strategy.
    11. Strategy and pricing planning.
    12. Price management, current issues of pricing.
    13. Prognostic analysis using mathematical and statistical methods.
    required literature
  • STOKLASA, M. a J. RAMÍK. Strategický marketing. Karviná: SU OPF, 2016. ISBN 978-80-7510-217-1. info
  • KOTLER, P. a K. L. KELLER. Marketing management. Praha: Grada Publishing, 2013. ISBN 978- 80-247-4150-. info
  • JAKUBÍKOVÁ, D. Strategický marketing. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8. info
    recommended literature
  • KOTLER, P. a M. KOTLER. 8 strategií růstu: jak ovládnout trh. Brno: BizBooks, 2013. ISBN 978-80-265-0076-6. info
  • MOORADIAN, T. A., K. MATZLER and L. J. RING. Strategic Marketing. Williamburg: Good Dog Publishing, 2012. ISBN 9780990542704. info
  • HANZELKOVÁ, A., M. KEŘKOVSKÝ a O. VYKYPĚL. Strategický marketing: teorie pro praxi. Praha: C. H. Beck, 2009. ISBN 978-80-7400-120-8. info
Teaching methods
One-to-One tutorial
Skills demonstration
Seminar classes
Students' self-study
Assessment methods
Written exam
Language of instruction
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
attendance in seminars 50 %, ongoing test, final written exam
ActivityDifficulty [h]
Ostatní studijní zátěž40
The course is also listed under the following terms Winter 2019, Winter 2020, Winter 2021, Winter 2022.
  • Enrolment Statistics (Winter 2018, recent)
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