Marketing Strategies

Prerequisite:

Marketing (X16MAR)

The course is a substitute for:

Marketing Strategies (16MAS)

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:

Predicted X16MAR

Syllabus of lectures:

1. The enterprise strategy and marketing

2. Methods of strategic analysis

3. The Ansoff`s matrix product/market

4. The Kotler`s strategy of behaviour under competition

5. The Porter`s theory of competitive advantage

6. Standards strategies

7. Choice of strategy with regard to the market situation

8. Marketing mix

9. Case study Marketing research

10. Case study Product policy

11. Case study Price and Conditions policy

12. Case study Communication policy

13. Case study Distribution policy

14. The implementation of strategies

Syllabus of tutorials:

1. Marketing strategies

2. Methods of strategic analysis

3. Development of market and product

4. Competitive advantage

5. Combination of portfolio and life cycle

6. Combination of strategies in the area of norms

7. Solution of case studies

8. dtto

9. dtto

10. dtto

11. dtto

12. dtto

13. dtto

14. Evaluation, credit

Study Objective:

Study materials:

1. Assael, H.: Marketing, Principles & Strategy. The Dryden Press, 1993

Note:

Further information:

No time-table has been prepared for this course

The course is a part of the following study plans:

• Economics and Management of Power Engineering- structured studies (compulsory elective course)
• Economics and Management in Electrical Engineering- structured studies (compulsory elective course)