Students will learn to understand marketing strategy development process in the context of corporate strategy and master methods, tools and technics of the marketing analysis of external and internal business environment. On the basis of the analysis results the student will be able to formulate marketing objectives and choose relevant marketing strategy for the business. Students will learn principles of implementation and organization of marketing activities and distinguish means and types of marketing control, marketing controlling and marketing audit. The course will teach students how to create a marketing plan of a business, adopt strategic and market-oriented thinking and ability to interconnect and co-ordinate marketing function with other business functions.
Course title: Strategic marketing
Number of credits: 5
Course duration: September – December 2022
Lecturer: doc. Ing. Janka Táborecká, PhD.
Learning hours: 26
Methodology: e-learning course (MS Teams and Moodle)
Administration fee: 20 €