Marketing Strategies

Garant předmětu:

Lecturer:

Tutor:

Supervisor:

Department of Economics, Management and Humanities

Synopsis:

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.

Requirements:

Syllabus of lectures:

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

Syllabus of tutorials:

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

Study Objective:

Study materials:

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

Note:

Further information:

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

No time-table has been prepared for this course

The course is a part of the following study plans:

• Electrical Engineering, Power Engineering and Management - Management of Power Eng. and Electr. (compulsory elective course)