UOPK_0007 Strategic marketing and managment

Faculty of Education
Spring 2016
Extent and Intensity
0/0/.8. 2 credit(s). Type of Completion: k (colloquium).
Teacher(s)
RNDr. Barbora Onderková (lecturer)
Guaranteed by
doc. RNDr. Petr Sládek, CSc.
Department of Physics, Chemistry and Vocational Education – Faculty of Education
Contact Person: Jana Jachymiáková
Supplier department: Department of Physics, Chemistry and Vocational Education – Faculty of Education
Timetable
Sat 9. 4. 8:25–11:00 učebna 1, Sat 7. 5. 7:30–10:05 učebna 1, Sat 21. 5. 10:15–12:50 učebna 1
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The objective of the course Strategic management and marketing is to get acquainted with the importance, methods and tools of strategic management and strategic marketing management. The course broadens out knowledge acquired in the bachelor degree of study in the course Basics of management and marketing. The focus targets mostly strategic analyses, formulation of strategies and marketing plan elaboration. The secondary objective is to try out team work and to elaborate seminar work utilizing knowledge acquired in this course, i.e. project focused on strategic analysis and strategy proposal for chosen company – existing or fictive. After finishing the course student should: a) understand the content and the importance of strategic management and strategic marketing and mutual coherence between both areas; b) understand the cohesion of company strategic management and strategic management of the partial function of company management – marketing function; c) comprehend the importance of the linkages between company and the environment for competitiveness achievement and sustainment; d) know the fundamental of methods and tools of strategic management and marketing; e) be able to apply theoretical knowledge in the seminar work.
Syllabus
  • 1. The importance of strategic management for company competitiveness
  • 2. Hierarchy of strategies and the position of strategic marketing management in company strategic management.
  • 3. Kinds and types of strategies and marketing strategies.
  • 4. process of strategic management and strategic marketing management.
  • 5. Analyses of external (general and industry) environment.
  • 6. Analyses of internal environment.
  • 7. SWOT analysis.
  • 8. Process of strategies creation and design of variant strategies.
  • 9. Implementation and methods of strategies evaluation.
  • 10. Elaboration of strategic marketing plan.
Literature
  • CHARVÁT, Jaroslav. Firemní strategie pro praxi. 1. vyd. Praha: Grada, 2006, 201 s. ISBN 8024713896. URL info
  • MIKOLÁŠ, Zdeněk. Jak zvýšit konkurenceschopnost podniku : konkurenční potenciál a dynamika podnikání. 1. vyd. Praha: Grada, 2005, 198 s. ISBN 8024712776. URL info
  • Strategický marketing. Edited by Dagmar Jakubíková. Vyd. 1. V Praze: Vysoká škola ekonomická, 2005, 209 s. ISBN 8024509024. info
  • HORÁKOVÁ, Helena. Strategický marketing. 2., rozšířené a aktualiz. Praha: Grada, 2003, 200 s. ISBN 8024704471. info
  • KOŠŤAN, Pavol and Oldřich ŠULEŘ. Firemní strategie : plánování a realizace. Vyd. 1. Praha: Computer Press, 2002, xi, 124. ISBN 8072266578. info
  • MOZGA, Jaroslav and Miloš VÍTEK. Strategický marketing. Vyd. 1. Hradec Králové: Gaudeamus, 2001, 239 s. ISBN 80-7041-484-7. info
  • DEDOUCHOVÁ, Marcela. Strategie podniku. Vyd. 1. Praha: C.H. Beck, 2001, xiv, 256. ISBN 8071796034. info
  • WESTWOOD, John. Jak sestavit marketingový plán. Translated by Jiří Vejdělek. Vyd. 1. Praha: Grada, 1999, 117 s. ISBN 8071695424. info
Teaching methods
The course proceeds in the form of tutorials,i.e. of combination of lectures and active students participation in discussion concerning the topics given during the lectures. The active participation of students is promoted also by group work elaboration, its presentation and defence.
Assessment methods
The study is based both on the direct tutorial – lectures and practical application in the form of examples and cases as well as on the team seminar work elaboration beyond the tutorials. Passing the course requires also the individual preparation for tutorials, which consists in study of input information to the individual themes that are introduced in online Study Guide. The topic of seminar work is strategic marketing analysis and the elaboration of marketing strategy proposal for chosen company. Seminar work is elaborated by the team of 3 students. The extent of seminar work is 60 pages, i.e. 20 pages for one team member. The exam is in form of seminar work defense when questions concerning the content of seminar work as well as the theoretical knowledge will be asked by teacher.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
The course is taught annually.
Information on the extent and intensity of the course: 10 hodin.
The course is also listed under the following terms Spring 2014, Spring 2015, Spring 2017, Spring 2018.
  • Enrolment Statistics (Spring 2016, recent)
  • Permalink: https://is.muni.cz/course/ped/spring2016/UOPK_0007