Course: Strategic Marketing

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Course title Strategic Marketing
Course code PEM/NPSMR
Organizational form of instruction Lecture + Seminary
Level of course Master
Year of study not specified
Semester Winter
Number of ECTS credits 6
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • CHROMČÁKOVÁ Adéla, Ing.
  • STOKLASA Michal, Ing. Ph.D.
  • MATUŠÍNSKÁ Kateřina, Ing. Ph.D.
Course content
1. The Methodology of Strategic Marketing. 2. Strategic Marketing Management. 3. The strategic marketing process - planning stage, analyses of the external environment. 4. The strategic marketing process - planning stage, internal analysis, SWOT analysis. 5. The strategic marketing process - planning stage, marketing goals, creation of a plan. 6. The strategic marketing process - implementation and control stage. 7. International marketing strategy. 8. Application of strategic marketing - a system of customer relationship management. 9. Application of strategic marketing - marketing strategy in services. 10. Product policy and strategy. 11. Strategy and pricing planning. 12. Price management, current issues of pricing. 13. Prognostic analysis using mathematical and statistical methods.

Learning activities and teaching methods
One-to-One tutorial, Skills demonstration, Seminar classes, Students' self-study
  • unspecified - 26 hours per semester
  • unspecified - 13 hours per semester
  • unspecified - 40 hours per semester
  • unspecified - 40 hours per semester
Recommended literature
  • BEDNARČÍK, Z., RAMÍK,J. Vybrané kapitoly strategického marketingu. Karviná, 2014. ISBN 978-80-7248-954-1.
  • BEDNARČÍK, Z. Strategický marketing. Karviná: SU OPF, 2007. ISBN 978-80-7248-436-2.
  • GILLIGAN, C., WILSON, M. S. Strategic Marketing Planning. Amsterdam: Elsevier, 2009. ISBN 978-1-85617-617-0.
  • HANZELKOVÁ, A. a kol. Strategický marketing: teorie pro praxi.. Praha: C. H. Beck, 2009. ISBN 978-80-7400-1.
  • JAKUBÍKOVÁ, D. Strategický marketing. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8.
  • MATUŠÍNSKÁ, K., Z. BEDNARČÍK a M. VAŠTÍKOVÁ. Aplikace strategického marketingu v podnikové praxi s ohledem na mezinárodní prostředí. Karviná: SU OPF, 2014. ISBN 978-80-7248-953-4.
  • SLAVÍK, J. Marketing a strategické řízení ve veřejných službách. Praha: Grada Publishing, 2014. ISBN 978-80-247-4819-1.
  • STRNAD, P. a J. DĚDKOVÁ. Strategický marketing. Liberec: Technická univerzita, 2009. ISBN 978-80-7083-450-4.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
School of Business Administration in Karvina Business Economics and Management (15) Economy 1 Winter