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Lecturer(s)
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Hoffmannová Zuzana, doc. Ing. Ph.D.
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Course 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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Learning activities and teaching methods
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- Individual project (40)
- 260 hours per semester
- Contact hours
- 30 hours per semester
- Preparation for an examination (30-60)
- 100 hours per semester
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| prerequisite |
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| Knowledge |
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| to complete Master´s study programme |
| to have excellent knowledge of marketing principles |
| Skills |
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| apply basic marketing methods |
| Competences |
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| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| to discuss and explain current marketing theories |
| Skills |
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| to write a strategic marketing plan |
| to defend prepared solution |
| Competences |
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| N/A |
| teaching methods |
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| Knowledge |
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| Lecture supplemented with a discussion |
| Self-study of literature |
| One-to-One tutorial |
| Skills |
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| Self-study of literature |
| Individual study |
| One-to-One tutorial |
| Competences |
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| Individual study |
| assessment methods |
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| Knowledge |
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| Oral exam |
| Seminar work |
| Skills |
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| Seminar work |
| Competences |
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| Oral exam |
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Recommended literature
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CRAVENS, David, Nigel PIERCY. Strategic Marketing, 10th ed.. McGraw-Hill/Irwin, 2012. ISBN 13: 978-007802890.
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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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KERIN, Roger, Robert PETERSON. Strategic Marketing Problems, 13th ed.. 7 Prentice Hall, 2012. ISBN 13: 978-013274725.
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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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MOORADIAN, Todd, Kurt MATZLER, Larry RING. Strategic Marketing, 1st ed.. Good Dog Publishing, 2014. ISBN 13: 978-099054270.
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Smrčka, Luboš; Plaček, Jan. Company control and takeovers as a growth strategy. 2015. ISBN 978-0-9933254-0-3.
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