FC6007 Strategic marketing and managment

Faculty of Education
Autumn 2024
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
Mgr. Ing. Peter Marinič, Ph.D. (lecturer)
Lucie Alexová (assistant)
Mgr. Bc. Dagmar Husárová (assistant)
Mgr. et Mgr. Bc. Pavla Wernerová (assistant)
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
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 study of this course will enable students to get familiar with the meaning, methods and tools of strategic management and strategic marketing management. The course expands the knowledge acquired in the bachelor's degree within the course Basics of management and marketing. Attention is focused mainly on strategic analysis, formulation of strategies and compilation of marketing plans, to strengthen students' ability to define the content and importance of strategic management and strategic marketing, to orientate in the interrelationships between these areas, to characterize the importance of links with the environment to achieve and maintain competitiveness, to characterize the essence of strategic management and marketing methods and tools and apply theoretical knowledge in managerial practice.
Learning outcomes
At the end of this course the student will be able to define the content and importance of strategic management and strategic marketing, to focus on the interrelationships between these areas and to characterize the importance of business links with achieve and maintain competitiveness. The student will be able to apply theoretical knowledge in managerial practice.
Syllabus
  • 1) Management and Management process
  • 2) Decision making and decision making process
  • 3) Strategic analysis
  • 4) Analysis of internal environment
  • 5) Analysis of external environment
  • 6) Strategy and competitive advantage
  • 7) Strategic marketing management
  • 8) Marketing research
  • 9) Marketing mix: Product
  • 10) Marketing mix: Price
  • 11) Marketing mix: Place
  • 12) Marketing mix: Promotion
Literature
  • VEBER, Jaromír. Management :základy, prosperita, globalizace. Vyd. 1. Praha: Management Press, 2006, 700 s. ISBN 80-7261-029-5. info
  • MIKOLÁŠ, Zdeněk. Jak zvýšit konkurenceschopnost podniku : konkurenční potenciál a dynamika podnikání. 1. vyd. Praha: Grada, 2005, 198 s. ISBN 8024712776. URL info
  • KOTLER, Philip and Gary ARMSTRONG. Marketing. Translated by Hana Machková. Praha: Grada, 2004, 855 s. ISBN 8024705133. info
  • DEDOUCHOVÁ, Marcela. Strategie podniku. Vyd. 1. Praha: C.H. Beck, 2001, xiv, 256. ISBN 8071796034. info
Teaching methods
The course takes the form of lectures, discussions, solving thematically focused examples and independently processed seminar work in the field of management or marketing.
Assessment methods
The course is completed by exam included elaboration and succesful defense of project.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Information on the extent and intensity of the course: 8 hodin.
The course is also listed under the following terms Autumn 2018, Autumn 2019, autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/ped/autumn2024/FC6007