Subject description - BD1M16MAS

Summary of Study | Summary of Branches | All Subject Groups | All Subjects | List of Roles | Explanatory Notes               Instructions
BD1M16MAS Marketing Strategies Extent of teaching:7KP+9KS
Guarantors:  Roles:PO Language of
teaching:
CS
Teachers:  Completion:Z,ZK
Responsible Department:13116 Credits:5 Semester:Z

Anotation:

Broadening of basic knowledge of marketing. The analysis of marketing strategies in different market situations. The firm`s behaviour under competition and competitive advantage. Case studies in the field of product policy, price and condition policy, communication policy and distribution policy.

Course outlines:

1. The enterprise strategy and marketing
2.-3.  Methods of strategic analysis
4.-5.  The Ansoff`s matrix product/market
6.-7.  The Kotler`s strategy of behaviour under competition
8.-9.  The Porter`s theory of competitive advantage
10.-11.  Synergic strategies
12.-13.  The implementation of strategies
14. Final evaluation

Exercises outline:

1. Marketing strategies
2. Methods of strategic analysis. Introduction of case study
3. Solution of case studies and introduction of new study
4. dtto
5. dtto
6. dtto
7. dtto
8. dtto
9. dtto
10. dtto
11. dtto
12. dtto
13. dtto
14. Evaluation, credit

Literature:

1. Kotler, P., Keller, K. L: Marketing Management. 14th Edition, Prentice-Hall Inc. 2011. ISBN-10: 0132102927
2. David, F.R.: Strategic Management, Prentice Hall, 2001

Requirements:

Předpokládá se absolvování předmětu A1M16MAR, A1M16MAV https://ekonom.feld.cvut.cz/cs/student/predmety/marketingove-strategie

Webpage:

https://moodle.fel.cvut.cz/divize/13116/Katedra_ekonomiky__manazerstvi_a_humanitnich_ved

Subject is included into these academic programs:

Program Branch Role Recommended semester
MKEEM5_2016 Economy and Management of Electrical Engineering PO 3


Page updated 20.9.2019 05:53:20, semester: Z,L/2020-1, L/2018-9, Z,L/2019-20, Send comments about the content to the Administrators of the Academic Programs Proposal and Realization: I. Halaška (K336), J. Novák (K336)