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Main menu for Browse IS/STAG
Course info
KMO / ADSMN
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Course description
Department/Unit / Abbreviation
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KMO
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ADSMN
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Strategic Marketing for Organizations
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
15
Cred.
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Type of completion
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Combined
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Type of completion
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Combined
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Time requirements
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Lecture
15
[Hours/Semester]
Seminar
15
[Hours/Semester]
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Course credit prior to examination
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No
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Course credit prior to examination
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No
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Included in study average
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NO
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Language of instruction
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English
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Occ/max
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Automatic acceptance of credit before examination
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Yes in the case of a previous evaluation 4 nebo nic.
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Summer semester
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0 / -
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0 / -
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0 / -
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Included in study average
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NO
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Winter + Summer
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Semester taught
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Winter + Summer
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Minimum (B + C) students
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not determined
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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English
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Internship duration
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0
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No. of hours of on-premise lessons |
0
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Evaluation scale |
S|N |
Periodicity |
každý rok
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Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
S|N |
Substituted course
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None
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Preclusive courses
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N/A
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
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XLS
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Course objectives:
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To familiarize students with the essence and methods of strategic marketing, concentrating especially on business companies. To explain the problems of creating a company marketing plan, to familiarize students with methods reviewing the implementation of this plan. To teach students how to be well versed in the problems of creating a marketing strategy in extreme business situations and how to master methods of market research.
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Requirements on student
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To take an active part in at least four workshops (block tuition) and self-study of recommended sources. To write a term paper: a strategic business plan and its evaluation (the extent of the paper is 20-30 standard pages). The exam is in the form of a defence of the mentioned student´s term paper.
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Content
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The course is intended for doctoral studies.
Strategic management for businesses and organizations - a limiting factor of marketing process Evaluating market performance of a business Strategic marketing process: planning, implementation and control Basic and specific methods of marketing situational analysis Marketing information system, PIMS program Strategic marketing objectives, a preparation process of marketing strategies Marketing strategies Implementation of marketing strategies; strategically-oriented corporate culture Marketing audit Specifics of developing a marketing strategy for international markets Marketing strategies in marginal business situations
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
KERIN, Roger, Robert PETERSON. Strategic Marketing Problems, 13th ed.. 7 Prentice Hall, 2012. ISBN 13: 978-013274725.
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Basic:
MOORADIAN, Todd, Kurt MATZLER, Larry RING. Strategic Marketing, 1st ed.. Good Dog Publishing, 2014. ISBN 13: 978-099054270.
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Recommended:
Smrčka, Luboš; Plaček, Jan. Company control and takeovers as a growth strategy. 2015. ISBN 978-0-9933254-0-3.
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Recommended:
DAWAR, N. Shifting Your Strategy from Products to Customers. Boston: Harward Business Review Press, 2013. ISBN 978-1-4221-8717-3.
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Recommended:
MACBETH, D. K. Strategic Analysis of Supply Chain Design.. Southampton (UK): Univerzity of Southampton Business School 1.ed. 79 pp. ISBN 978-87-403-1178-5.
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Recommended:
CRAVENS, David, Nigel PIERCY. Strategic Marketing, 10th ed.. McGraw-Hill/Irwin, 2012. ISBN 13: 978-007802890.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Individual project (40)
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260
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Preparation for an examination (30-60)
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100
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Contact hours
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30
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Total
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390
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
to complete Master´s study programme |
to have excellent knowledge of marketing principles |
Skills - students are expected to possess the following skills before the course commences to finish it successfully: |
apply basic marketing methods |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
N/A |
N/A |
N/A |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to discuss and explain current marketing theories |
Skills - skills resulting from the course: |
to write a strategic marketing plan |
to defend prepared solution |
Competences - competences resulting from the course: |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Oral exam |
Seminar work |
Skills - skills achieved by taking this course are verified by the following means: |
Seminar work |
Competences - competence achieved by taking this course are verified by the following means: |
Oral exam |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture supplemented with a discussion |
Self-study of literature |
One-to-One tutorial |
Skills - the following training methods are used to achieve the required skills: |
Self-study of literature |
Individual study |
One-to-One tutorial |
Competences - the following training methods are used to achieve the required competences: |
Individual study |
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