Marketing Strategies

Prerequisite:

Marketing (A1M16MAR)
Production Management (A1M16MAV)

Lecturer:

Věra Vávrová (gar.), Gustav Tomek (gar.)

Tutor:

Věra Vávrová (gar.), Gustav Tomek (gar.)

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:

viz https://ekonom.feld.cvut.cz/web/index.php?option=com_content&task=section&id=7&Itemid=236

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.David, F.R.: Strategic Management, Prentice Hall, 2001

Note:

Time-table for winter semester 2011/2012:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon
Tue	roomZ2:B1-356 Tomek G. Vávrová V. 09:15–10:00 (lecture parallel1) Zikova ulice Konzultační místnostroomZ2:B1-356 Vávrová V. 10:00–12:30 (parallel nr.1) Zikova ulice Konzultační místnost
Fri
Thu
Fri

Time-table for summer semester 2011/2012:

Time-table is not available yet

The course is a part of the following study plans: