Strategic Marketing
- Credits: 6
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of this course is to give a general understanding of the basic principles of the process of creating a marketing strategy, its basic components, and the tools it uses. Define the individual components of the marketing mix at a functional level - within a strategic business unit. Create a comprehensive marketing mix respecting strategic options in a competitive environment.
Knowledge:
Students expand their knowledge of other marketing disciplines, focusing on marketing strategy and a complex of problems associated with the design, selection and evaluation of marketing strategic options.
Competence:
From the acquired theoretical knowledge, students are able to systematize their knowledge of strategic marketing in relation to the needs of business practice, select and use the results of marketing strategy, as well as appropriate results to evaluate the achieved goals.
Skill:
Students can perform marketing situation analysis and solve a complex of problems associated with the design, selection and evaluation of marketing strategic options depending on the market position of a particular entity.
Indicative content
Lectures:
Introduction to strategic marketing and its basic categories
Strategic management process
Portfolio analysis in marketing
Growth strategies and their implementation in marketing
Market share strategies
Porter's Competitive Strategies
Marketing management process and marketing planning
Creating an effective marketing organization
Product strategies
Pricing strategies
Marketing communication strategies
Distribution strategies
New trends in strategic marketing
Seminars:
Introductory seminar, getting acquainted with the organization of work in seminars and with the conditions of continuous and overall evaluation. Demonstration and discussion of the sample assignment.
Methodological instructions for processing a marketing plan
Demonstration of processing a situational marketing analysis
Product strategy - analysis of specific cases
Pricing strategy - analysis of specific cases
Communication strategy, new trends in marketing communication - analysis of specific cases
Distribution strategy - application of specific situations
Continuous assessment test
Presentation of processed semester assignments
Presentation of processed semester assignments
Presentation of processed semester assignments
Presentation of processed semester assignments
Presentation of processed semester assignments
Support literature
Elementary literature:
LESÁKOVÁ, D. a kol. Strategický marketing, vydavateľstvo Sprint dva, Bratislava 2014, 350 s. ISBN 9788089710072.
JAKUBÍKOVÁ, D. Strategický marketing - Strategie a trendy. GRADA Publishing, 2013, 368 s. ISBN 9788024746708.
ABRATT, R., BENDIXEN, M. Strategic Marketing: Concepts and Cases. Routledge, 2018, 158 p. ISBN 9780429951558
HOOLEY, G. et al. Marketing Strategy and Competitive Positioning, 7th Edition. Pearson, 2020, 616 p. ISBN 978-1292276540
CHERNEV, A. Strategic Marketing Management - The Framework, 10th Edition. Cerebellum Press, 2019, 320 p. ISBN: 978-1936572595
Supplementary literature:
KOTLER, M. et al. Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing. World Scientific, 2020, 404 p. ISBN 9789811216992
FIFIELD, P. Marketing strategy. Routledge, 2012, ISBN 1136004416, s. 352.
KOTLER, M. et al. Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing. World Scientific, 2020, 404 p. ISBN 9789811216992
FIFIELD, P. Marketing strategy. Routledge, 2012, ISBN 1136004416, s. 352.
PETERSON R., KERIN, R. Marketing Strategy. Published - Jong Wiley & sons Ltd, 2011, ISBN 978-1-405-16178-7, s. 239.WEST, D.C. - FORD, J.B. – IBRAHIM, E. Strategic marketing: creating competitive advantage. United Kingdom: Oxford University Press, 2015, 571 p. ISBN 9780199684090
Journals: Journal of Strategic Marketing.
Syllabus
Lectures: Introduction to strategic marketing and its basic categories Strategic management process Portfolio analysis in marketing Growth strategies and their implementation in marketing Market share strategies Porter's Competitive Strategies Marketing management process and marketing planning Creating an effective marketing organization Product strategies Pricing strategies Marketing communication strategies Distribution strategies New trends in strategic marketing Seminars: Introductory seminar, getting acquainted with the organization of work in seminars and with the conditions of continuous and overall evaluation. Demonstration and discussion of the sample assignment. Methodological instructions for processing a marketing plan Demonstration of processing a situational marketing analysis Product strategy - analysis of specific cases Pricing strategy - analysis of specific cases Communication strategy, new trends in marketing communication - analysis of specific cases Distribution strategy - application of specific situations Continuous assessment test Presentation of processed semester assignments Presentation of processed semester assignments Presentation of processed semester assignments Presentation of processed semester assignments Presentation and defense of semester assignments, checking the fulfillment of credit criteria, closing the semester.
Requirements to complete the course
Semester assignment, Continuous test
Exam
Elaboration and presentation of the semester assignment - 20%
Result of the continuous assessment test - 10%
Activity at exercises/seminars- 10%
Exam - 60%
Student workload
Participation in lectures – 26 hours
Participation in active forms - 26 hours
Preparation for active forms - 13 hours
Processing of semester assignment - 26 hours
Preparation for continuous assessment test – 13 hours
Preparation for the exam - 52 hours
Total: 156 hours
Language whose command is required to complete the course
Slovak
Date of approval: 06.03.2024
Date of the latest change: 25.07.2022