Marketing Strategy
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 also be able to solve problems related to the 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.
Key Learning Outcomes
After successfully completing the course, students will be able to analyse the corporate macro and micro-environment and derive marketing objectives from company strategy. They will be able to make decisions on segmentation, targeting and positioning based on previous analyses and marketing research studies. They will also be able to define, plan and manage pricing, distribution channels, and communication and product strategies.
Assessment Methods and Criteria
| Requirement type | Weight |
| Active lecture/seminar/workshop/tutorial participation | 20 % |
| Presentation | 20 % |
| Final test | 50 % |
| Working sheet | 10 % |
| Total | 100 % |
Lecturer
Tomáš Kincl
Tomáš Kincl is the Vice-Dean for Science and Ph.D. Studies and an associate professor at the Faculty of Management. His research endeavours 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/.