PEMNASMR Strategic Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2026
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
Ing. Michal Stoklasa, Ph.D. (přednášející)
Garance
Ing. Michal Stoklasa, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.
Rozvrh
Út 8:05–9:40 A423
  • Rozvrh seminárních/paralelních skupin:
PEMNASMR/01: Út 29. 9. 10:35–11:20 D036, M. Stoklasa
PEMNASMR/02: Út 9:45–10:30 A423, M. Stoklasa
Předpoklady
FAKULTA(OPF) && TYP_STUDIA(N) && (FORMA(P) || FORMA(Z)) && !NOWANY(PEMNPSMR Strategický marketing)
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Předmět si smí zapsat nejvýše 50 stud.
Momentální stav registrace a zápisu: zapsáno: 22/50, pouze zareg.: 6/50
Mateřské obory/plány
Cíle předmětu
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.
Výstupy z učení

The student defines the basic concepts and principles of marketing and strategic marketing; interprets global trends and their impact on consumer behavior; applies the Business Model Canvas, Lean Canvas, and Value Proposition Canvas to real-world cases; applies various analyses to specific marketing situations and conducts a comprehensive marketing situational analysis; describes the differences between B2B and B2C markets and interprets the current state and trends in B2B markets in the Czech Republic; formulates a company vision and mission; describes the principles of developing a sustainable strategy; identifies types of strategies; designs a sustainable strategy and analyzes its impacts on the marketing mix; defines and sets strategic objectives in the areas of product, price, distribution, and communication; uses various product, pricing, distribution, and communication strategies; and applies the marketing mix to specific market situations.

Osnova
  1. Introduction to Strategic Marketing

General introduction to marketing, its definition, development, current state, and trends influencing global consumer behavior. A basic review of key concepts necessary for further use in this course. Definition of strategic marketing, its development, current state, and future trends.


2.Business Model Canvases


Definition of business models and their usability in strategy planning. Business Model Canvas, Lean Canvas, Value Proposition Canvas. Influence of external factors and the time factor in working with canvases. Canvas design, testing, and evaluation.


3. Marketing Situation Analyses


Definition of the marketing environment. Detailed characteristics of analyses applicable to the macroenvironment, external and internal microenvironment. From PEST to STEER, 3C – customers, competitors, collaborators, SWOT, BCG, and GE matrices. Specific analyses necessary for a deeper understanding of the studied phenomena are also included.


4. Business Markets


Definition of business markets, B2B – Business to Business. Basic characteristics of B2B, differences from B2C, principles of B2B purchasing, types of B2B. The current state of B2B markets in the Czech Republic, new trends.


5. Sustainable Strategy and Planning


Definition of strategy and sustainable strategy, strategic marketing management and planning. Definition of vision and mission within the strategic marketing management process. Strategic goals and their formation. Target groups. Types of strategies. Creation of a sustainable strategy for a company or brand, and its implications for the design of products, pricing, distribution, and communication.


6. Strategies According to the Marketing Mix


Product and product policy. Strategic goals in the area of product, product strategies, basic and advanced concepts. Price and pricing policy. Strategic goals in pricing, pricing strategies and tactics. Distribution and distribution policy. Strategic goals in distribution, distribution strategies. Marketing communication and communication policy. Strategic goals in communication, communication strategies.





Literatura
    povinná literatura
  • CHERNEV, A. Strategic Marketing Management – The Framework. Chicago: Cerebellum Press, 2019. ISBN 978-1-936572-59-5. info
  • KOTLER, P a ARMSTRONG. Principles of Marketing. Global Edition. 17th. Harlow: Pearson Education Limited, 2018. ISBN 978-1-292-22017-8. info
    doporučená literatura
  • ROSENBAUM-ELLIOTT, R; L PERCY a S PERVAN. Strategic brand management. Oxford: Oxford University Press, 2019. ISBN 978-0-19-879780-7. info
Výukové metody
Lecture – traditional classroom instruction, text analysis, teamwork, group discussion and group problem-solving, cooperative and collaborative learning, brainstorming, and case study-based instruction.
Metody hodnocení
Student requirements: attendance at seminars (min. 50% attendance).
Assessment: continuous test (30% of the assessment), seminar activities (20% of the assessment), written exam (50% of the assessment).
Vyučovací jazyk
Angličtina
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2016, zima 2017, léto 2018, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024, zima 2025.
  • Statistika zápisu (nejnovější)
  • Permalink: https://is.slu.cz/predmet/opf/zima2026/PEMNASMR