- 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.
Máte zapnutý náhled celé osnovy, zpět na běžné zobrazení.
Načítání a prohlížení osnovy může být v závislosti na množství obsahu pomalejší.
Kapitola obsahuje:
1
Web
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Studijní materiály
Kapitola obsahuje:
1
Složka
Kapitola obsahuje:
1
Odevzdávárna
1
Odpovědník
Organization of teaching, communication, evaluation
Signpost
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 practical examples by utilizing the acquired knowledge. Content of this subject is directly linked to other mandatory and optional subjects including a diploma thesis.
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.
12. Online marketing
Course description
1. Methodology of Strategic Marketing
The differences between Strategic Marketing and Strategic Management are examined, with focus on strategic thinking. The basic concept of marketing is thoroughly explained, with its evolution. Subsequently, the evolution of strategic marketing is characterized. The difference between strategy and tactics is also explained.
2. Strategic Marketing Management
The overall process of strategic marketing management is explained, with its main steps of vision, mission, analyses, strategic goals, and strategy. Each of these steps is thoroughly explained with examples of real life successful and failed applications.
3. Business Model Canvas
Business model canvas is examined as a modern way of designing marketing strategy. Subsequently Value proposition canvas and Lean canvas are explained.
4. Situation Analysis
Various approaches to marketing situation analysis are examined. Marketing macro and micro environment are chosen as best to describe analytical methods needed. For macro environment, the PEST analysis is explained. For micro environment, the 3C of customers, competition and collaborators is explained, with internal micro environment only a few selected are examined, mainly SWOT and 5F analysis. Each of these areas is completed with several special analyses.
5. Marketing Strategy
All the necessary steps to form a marketing strategy are examined. Various generic strategies are explained, such as Porter’s, Kotler’s, general strategies and others. Then each of the four marketing P’s (product, price, place, and promotion) is thoroughly explained with its own detailed strategies.
6. B2B market
Business to business market is vastly different to business to customer market (B2C) and requires different strategic approach. First, the main differences of B2B and B2C are examined. Several specialized processes are dealt with in greater detail, such as purchasing behavior of companies. Lastly, the new trends on B2B are examined.
7. Customer Relationship Management
One of the hottest trends in marketing is the transition from transactional marketing to relationship marketing. CRM is the manifestation of this trend, being a new marketing paradigm. First, the ERP systems are examined, as these are the basis for CRM. Then, the function of CRM system is thoroughly explained. Lastly, CRM is explained as a part of marketing strategy.
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.
Lecture 1 - Introduction to Strategic Marketing
Introduction to Strategic Marketing
This lecture explains the general information about the course, the basics of Marketing, Strategic Marketing, and recapitulates basic Marketing principles.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar1_Introduction_to_Strategic_Marketing.pptx
What does
marketing mean for you?
Do
you know what is the difference between tangible goods and intagible services?
What are the trends in macro
environment in your home
country?
Task
Apply your knowledge of Strategic Marketing on Twigs Ltd., which manufactures wooden chairs in 5 different variants. The company is new, regional, 3rd year on the market. It is growing by 30 % every year. Has 5 employees already. Create for them: vision, mission, suggest what analysis should be done and why, set strategic objectives, what strategy to choose and why, set marketing mix.
Task is with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
20 minutes for the task, 10 minutes discussion.
Lecture 2 - Strategic Marketing Management
Strategic Marketing Management
This lecture introduces the students into the strategic marketing management, its strategic process, strategies and tactics. In the final part, the lecture focuses on Business Model Canvas.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar2_Strategic_Marketing_Management.pptx
What
are
the
everyday
tasks
that
top,
middle
and
operative
managers
do?
What is your strategy in life? What goals do you have and what is the path to accomplish them?
Task
Create BMC for the Frozen Yogurt – healthier atlernative to icecream. You can choose whatever topping you like. Costs 50
CZK/100g. An example is here http://www.frogurt.cz/en/
20 minutes task with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process), 10 minutes discussion.
Lecture 3 - Strategic Marketing Process
Strategic Marketing Process
This lecture continues the canvas models with Lean Canvas and Value Proposition Canvas. The lecture continues with detailed explanation of company vision, mission, and planning.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar3_Strategic_Marketing_Process.pptx
Task
Create Lean Canvas for the following idea https://pubs.rsc.org/en/content/articlelanding/2019/NR/C9NR03378E#!divAbstract
20 minutes task with teacher supervision, 10 minutes discussion.
Task
Create VPC for our faculty.
10 minutes task with teacher supervision, 5 minutes discussion.
Do you know an interesting company vision or mission?
Share with us through white-board in MS Teams.
Lecture 4 - Marketing Analysis, part 1
Marketing Analysis, part 1
This lecture deals with the marketing analysis. In the beginning, how analysis function in marketing is explained. Later the focus is on analysis of macro environment, external micro environment and some specific analyses.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar4_External_Micro_Analysis.pptx
Task
Try to create a PEST analysis for a chosen market and chosen company.
10 minutes task with teacher supervision, 10 minutes discussion.
Task
Create personas for a coffee shop.
15 minutes work with teacher supervision, 10 minutes discussion.
Task
Choose any analysis discussed in this lecture and try to conduct it. Share it online with us and explain.
15 minutes work with teacher supervision, 10 minutes discussion.
Lecture 5 - Marketing Analysis, part 2
Marketing Analysis, part 2
This lecture is focused on internal micro analysis, SWOT analysis and portfolio analyses.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar5_Internal_Micro_Analysis.pptx
Task
Create SWOT analyses for selected company.
20 minutes task with teacher supervision, 10 minutes discussion.
Task
Practice any of the portfolio analyses on the case of Samsung mobile phones.
20
minutes task with teacher supervision, 10 minutes discussion.
Lecture 6 - B2B Market
B2B Market
This lecture explains the B2B markets. It starts off with the general description of B2B and B2C differences, continues with conditions on B2B markets, and finishes off with the description of current B2B market in the Czech Republic.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar6_B2B.pptx
Task
Open the Vevox app and vote for marketing tools used on BB markets.
10 minutes for the whole task.
Task
We are selling on B2B - cement, slag, stones, etc. You sell it in (tens) tons.
Design a communication campaign for B2B.
20 minutes task, 10 minutes discussion.
Lecture 7 - Introduction to Strategies
Introduction to Strategies
This lecture deals with strategies in strategic marketing. In the beginning, the way how strategies are formulated is explained. In the second part, general strategies are introduced.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar7_Introduction_to_Strategies.pptx
What strategic goals do you have in your life?
Task
Imagine that you are selling meat products like salami, sausages, etc. and a new competitor from Poland invades your market – they are claiming to offer the same quality and are cheaper. Propose a strategy.
20 minutes work, 10 minutes discussion.
Lecture 8 - Product
Product
This lecture is focused on the explanation of product in strategic marketing. Introduced is the whole product model, value for customers, product life cycle and other general concepts. Product strategies are also characterised.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar8_Product.pptx
Task
Pick any product you like and try to break it down according to the WPM, assign values and assess costs.
15 minutes work, 10 minutes discussion.
Task
Choose one task to do:
- What is the life cycle for various products (food products, shoes, technological devices, cars etc.)? (Google)
- Break down portfolio for Samsung/Nike/McDonalds/etc. – what product lines, products, and why.
- Blue ocean for e-shops.
- Product ecosystem – which one do you use, why, what is the value there?
- Crowdfunding – find crowdfunding portals in your country, analyse their projects, what makes them un/succesful.
20 minutes work, share
online, 10 minutes discus
Lecture 9 - Price
Price
This lecture about pricing policy in strategic marketing. Introduced are the general concepts of pricing, value, meaning of price, calculation equation, price elasticity etc. The later part of the lecture is focused on pricing strategies.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar9_Price.pptx
1. How do you order
online? (explain the whole process)
2. How do you compare value and prices?
3. Have you noticed any pricing strategies by companies? (if yes, explain functionality)
Task
Break down product portfolio of Samsung mobile phones and explain the pricing.
20 minutes work, supervised, 10 minutes discussion.
Lecture 10 - Marketing Communication
Marketing Communication
This lecture explains the communication, communication model, marketing communication tools and strategies.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar10_Communication.pptx
Task
Create and AIDA model for an advertisement in a magazine.
15 minutes work, 10 minutes discussion.
What are the most used social media in your country?
What type
of content consumers prefer there?
What message
source do consumers prefer in your home
country?
Task
Create a marketing communication campaign for a chosen company / product.
Justify the goal, target audiences, message, tools, media, timing etc.
20 minutes work, 10 minutes discussion.
Lecture 11 - Distribution
Distribution
This lecture is about the basic distribution terminology and distribution strategies.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar11_Distribution.pptx
Answer the questions in Vevox.
Task
Design a distribution strategy for a selected product.
20 minutes work with teacher supervision,
10
minutes moderated discussion.
Lecture 12 - Online Communication
Online Communication
This lecture covers the online communication with all its tools, but mainly the content marketing and designing its campaign.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/StratMar12_Online_Marketing.pptx
Task
Choose one of your favorite
companies and analyse what content they are doing. Why do you think they do this type of content?
10 minutes work, 5 minutes discussion.
Task
With the newly-achieved knowledge - what content should your selected company do and why?
10 minutes work, 10 minutes discussion.
Task
For your selected company, design a content strategy and what specific content should be done and why.
20 minutes work with teacher supervision, feedback online.
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.
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMNASMR/um/
Tests, tasks
Tasks, voluntary work
Here you will find a link to the submission folder where you can upload your optional tasks and bonus tasks.
Odevzdávárny
Domácí úkoly, sběr souborů.