Subject description - BD1M16MAS

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BD1M16MAS Marketing Strategies
Roles:PO Extent of teaching:7KP+9KS
Department:13116 Language of teaching:CS
Guarantors:  Completion:Z,ZK
Lecturers:  Credits:5
Tutors:  Semester:Z


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


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


Předpokládá se absolvování předmětu A1M16MAR, A1M16MAV


Subject is included into these academic programs:

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

Page updated 21.9.2020 14:52:06, semester: Z,L/2020-1, L/2019-20, Z/2021-2, Send comments about the content to the Administrators of the Academic Programs Proposal and Realization: I. Halaška (K336), J. Novák (K336)