Marketing Strategy

Course description

Course description

The Marketing Strategy class aims to acquaint students with setting marketing objectives and formulating strategies. Students will learn the principles of marketing planning, identifying company market opportunities, selecting target markets and will be able to solve problems related to strategic and tactical issues of the marketing mix. The course helps to develop strategic marketing thinking and the skills to apply marketing approaches in the context of strategic marketing management.

Course objectives

Upon successful completion of this course, students will be able to:

analyze – current shifts in business environments and their influence on marketing
use – specific methods of marketing situational analysis
discuss – basic approaches to segmentation, targeting, and positioning
apply – various approaches to pricing
analyze – factors influencing the value delivery network settings
put into context – various product strategies

Course topics

Marketing as a Scientific Discipline, History, Context
Business Concepts, Corporate Social Responsibility vs Creating Shared Value
Current Shifts in Business Environments
Globalisation, Glocalisation. Hypercompetition. International Life Cycle vs Reverse Innovation
Segmentation
Targeting, Positioning
Pricing Strategies
Value Delivery Network, Product Strategies

Evaluation

Active lecture/seminar/workshop/tutorial participation
Final test
Presentation

Number of credits

3 ECTS credits

Lecturer

Tomáš Kincl, Ph.D.

Tomáš Kincl, Ph.D.

Tomáš Kincl is the Vice-Dean for Science and Ph.D. Studies and associate professor at the Faculty of Management. His research endeavors include, but are not limited to, marketing strategy, online marketing and social media, marketing communications, customer satisfaction, sentiment analysis and cross-cultural differences. More information can be found at http://www.tomaskincl.net/.