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Lecturer(s)
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Lošťáková Hana, prof. Ing. CSc.
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Jelínková Martina, Ing. Ph.D.
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Course content
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Market-based management of industrial enterprise. Process of strategic marketing management of product line framework. Deal phases of strategic marketing analysis of product line. Customer analysis. Market segmentation according the needs. Competition analysis. Conditions in market environment forecasting, demand, sales and profit forecasting in market segments. Market segmentation according to customer lifetime value. Market segments and customers attractiveness analysis, target segments choice, priorities at care about target markets determination. Marketing objectives and goals setting, positioning strategy determination. Marketing strategy assessment in different phases of product life cycle, in different competition environment, in different economic conditions and in different foreign markets. Tactic marketing planning - decisions about product line, product line and services, price, distribution channels and marketing communication. Marketing strategy and tactics implementation and control.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
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Learning outcomes
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The objective of this subject is to give to students a complex knowledge and skills in strategic marketing management of product lines in contemporary market conditions.
The graduates are able to define a mission and vision of enterprises and product lines, to make complex strategic marketing analysis, to set basic strategy of product line and its marketing strategy with parts - target markets selection, concept marketing strategy determination, marketing objectives and goals assesment, positioning strategy and marketing mix strategy choice.
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Prerequisites
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Knowledge in mathematics and business economics and management on bachelor level is needed for study of the subject.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Work-related product analysis
Oral exam required. Level of acquired knowledge, approaches, as well as skills in practice application are examined. During term the knowledge is verified by nineteen cases, their results are considered as a part of final classification.
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Recommended literature
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Ellis N. Business-to-Business Marketing. Oxford University Press, Oxford, 2011.
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Kotler P., Keller K. L. Marketing management. Grada Publishing, Praha, 2013.
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Lošťáková H. a kol. Diferencované řízení vztahů se zákazníky. Grada Publishing, Praha, 2009.
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Lošťáková H., Jelínková M. Případové studie k předmětu "Marketingový management". Univerzita Pardubice, 2013.
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Lošťáková H. Marketingový management. Univerzita Pardubice, 234 s., 2013.
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Lošťáková H. Soubor power pointových prezentací k předmětu "Marketingový management", Univerzita Pardubice, 2012.
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Lošťáková H. Strategická marketingová analýza pro vytváření tržních příležitostí. Professional Publishing, Praha, 2005.
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