Course: Marketing Strategies

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Course title Marketing Strategies
Course code KMG/MPV02
Organizational form of instruction Lecture + Lesson
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Celer Čeněk, doc. Ing. CSc.
  • Jánská Michaela, Ing. Ph.D.
Course content
1. Methods of strategic analysis 2. Determination of the product strategy, product lines, brands and packaging 3. Creation of price strategies and programs 4. Creation and management of the value ways, the distribution 5. The retail strategy 6. The strategy of wholesaling and physical distribution 7. The strategy of integrated communication 8. Management of mass communication 9. The strategy of direct marketing and personal sales 10. Marketing strategies based on customer value 11. Organizational and ethical assumptions of the marketing programs implementation 12. Marketing strategy in the conditions of globalization 13. Evaluation and control of marketing activities. A marketing audit.

Learning activities and teaching methods
unspecified, unspecified
  • unspecified - 26 hours per semester
  • unspecified - 26 hours per semester
  • unspecified - 39 hours per semester
  • unspecified - 39 hours per semester
Learning outcomes
The goal of the course is to equip students with competences in the field of marketing strategic management with the emphasis on the creation of strategies at various hierarchical levels in the use of situational analysis of the organization, business environment and marketing planning. After successful completion the student applies the role of strategic marketing in the enterprise management system. From the menu of elective courses students selected just one course in the current semester of their specialization's curriculum. After this, the course gains a mandatory character i.e. the student is obliged to manage it, and at the same time possible to repeat it in the course of the subsequent semesters for which it is listed, once again. In case of repeating the course, the student will take two mandatory elective courses in this semester; one to be repeated and another that is current within the semester's curriculum.
After the successful completion of the course, students will be able to: -evaluate the factors, which influence the application of strategic marketing; -choose the appropriate analysis procedures of the current external and internal environment of the enterprise; -recommend the progress of steps by producing marketing strategy; -propose the procedure of marketing strategy production in the enterprises, operating in different fields; -justify the choice of relevant criteria for the judge of marketing strategies in different stages of its production, implementation, realization and evaluation.
Recommended completion of the Marketing course.

Assessment methods and criteria
Conditions for granting credit: a) active participation at seminars (75%) through stimulation game b) writing a semester project - "Marketing Strategies of start-up" c) defending the semester project For granting credit seminars´ presence will be evaluated (min. 75%) and writing a marketing strategy for a particular start-up is needed. The goal is practical application of the topic at a particular example from practice. The given projects will be presented during seminars. The ability to apply theoretical knowledge for drafting a marketing strategy will be evaluated as well as the form and unique way of its presentation Grading scale for the credit: Active participation in the seminars: 10b. The seminar work: 25b. (writing in pairs. Written part: 15 points; Defence: 10 points) Achievement of the max. number of points: 35b. Achievement of the min. number of points:25b. Exam: To pass the exam students have to do the written test. The written test consists of closed and also open questions. The questions will be formulated so as to allow the students to present their theoretical and formulaic skills. From the offered variants of answers for closed questions more than one correct answer can be possible, all options can be correct or none of the offered answers can be correct. In the time limit max. 60 minutes students will create their answers to the questions. Course grade will be awarded according to the total score in the range of 0-100 points based on the following grading scale: 90-100: Excellent (1) 75-89: Very good (2) 60-74: Good (3) 0-59: Fail (4) If a student does not acquire minimum of 60% of the test, he or she fails the exam, he or she has two more attempts to correct the test.
Recommended literature
  • Celer, Č. Marketing. E-learningový kurz marketingu. MOODLE FSE UJEP. [online]. Přístup dne 28.01.2014, z
  • Denny, R. Prodejem k vítězství. Praha: BIZBOOKS, 2013..
  • Jakubíková, D. Strategický marketing- strategie a trendy. 2. rozšířené vydání. Praha: Grada, 2013.
  • Kotler, P., & Keller, K.L. Marketing management. 14 vydání. Praha: Grada, 2013..
  • Kotler, P.,& Kotler, M. Osm strategií růstu. Praha: BIZBOOKS, 2013..
  • Mcdonald, M., & Wilson, H. Marketingový plán. Praha: BIZBOOKS, 2012..

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Social and Economic Studies Economics and Management (A) Economy 1 Winter