Interaktivní osnova

Syllabus: a link to the course syllabus can be found by expanding the "Info" item to the right below the introductory image on the main page of the interactive course syllabus..
Schedule, teacher (incl. The link to the personal cards), the summary of the course (exams, points ...) after logging in to IS SU using the "Student" tile by opening the menu for the given course.

Course organization

Course requirements

• Attendance in seminars 50%.

• Ongoing written test – maximum 15 points.

• Final written exam – maximum 40 points.

• You need at least 60 % of points, see Evaluation below.

Evaluation

• A: 55-52 pts.

• B: 51-48 pts.

• C: 47-43 pts.

• D: 42-38 pts.

• E: 37-33 pts.

• F: 32 and less pts.

Structure of lectures

1.Introduction to Strategic Marketing.

2.Strategic Marketing Management.

3.Strategic Marketing Process.

4.External Micro Analysis.

5.Internal Micro Analysis.

6.Business to Business (B2B).

7.Introduction to Strategies.

8.Product Policy.

9.Pricing Policy.

10.Marketing Communications Policy.

11.Distribution Policy.

Communication

You can use the following options for communication in the subject:

for public communication between students or students and the teacher you can use the discussion forum.
You can also contact the teacher via e-mail - in this way you can arrange an online private consultation in MS-Teams (or a consultation at the faculty).
use the maximum planned full-time (on-line) teaching to contact the teacher.

Other IS options related to communication and information

collaborate with colleagues or help colleagues by sharing their materials, notes.
get notifications about changes in the selected subject folder.
information on scoring or grading can be found during the semester in notebooks.

Literature

Mandatory:

CHERNEV, A., 2019. Strategic Marketing Management – The Framework. Chicago: Cerebellum Press. ISBN: 978-1936572595.

KOTLER, P., G. ARMSTRONG a M. O. OPRESNIK, 2018. Principles of marketing. Harlow, England: Pearson. ISBN 978-1-292-22017-8.

Recommended:

CHERNEV, A., 2020. The Marketing Plan Handbook. Chicago: Cerebellum Press. ISBN-13: 978-1936572670.

MALHOTRA, N. K., D. NUNAN a D. F. BIRKS, 2017. Marketing research: an applied approach. New York: Pearson. ISBN 9781292103129.

ROSENBAUM-ELLIOTT, R., L. PERCY a S. PERVAN, 2019. Strategic brand management. Oxford: Oxford University Press. ISBN: 9780198797807.

Study materials

Information on materials

All necessary materials can be found in the course materials folder.

The course is structured into 12 lecture blocks, see the organizational block and the 1st lecture, hence the 12 Powerpoint presentations.

Dokumenty a další podklady k výkladu.