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Lecturer(s)
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Lošťáková Hana, prof. Ing. CSc.
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Course content
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Modern concept of strategic marketing management in companies with process production and its phases. Value management within value networks - the concept of marketing companies with process production in the 21st century. Dynamic concept of strategic marketing analysis of value networks in companies with process production. Selection of target markets, determination of priorities in their service for companies with process production. Determining the appropriate concept and attributes of value for customers and areas of its improvement for target markets in process manufacturing companies. Application of marketing strategy targeting subsegments and microsegments of the market and marketing strategy of differentiated management of individual relationships with customers based on their value for the company in companies with process production. Marketing goals, positioning strategies and marketing mix strategies in the current market conditions of companies with process production. Forms of strengthening relations between partners in value networks of companies with process productions. Brand management and reputation of companies with process productions. Principles and modern methods of building distribution networks of companies with process production. New concepts and forms of marketing communication, including internet marketing in companies with process production. Marketing audit and measuring the impact of the applied marketing strategy on the market and financial performance of the company in the spirit of BSC.
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Learning activities and teaching methods
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Dialogic (discussion, interview, brainstorming), Work with text (with textbook, with book), Methods of individual activities
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Learning outcomes
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The aim of the course is to acquaint students with the latest trends in strategic marketing management of process manufacturing companies.
Graduates of the course will be able to work scientifically in the field of strategic marketing management of companies with process production and publish the results of scientific work in top scientific journals and at international scientific conferences. At the same time, they will be ready to promote new approaches, methods and measures in the field of strategic marketing management of these companies.
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Prerequisites
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Prerequisite for enrollment in this course is the completion of a master's course focused on strategic marketing management of companies operating mainly in B2B markets with products intended for production consumption.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Student performance assessment, Creative work analysis, Discussion
Oral exam verifying the knowledge of the doctoral student in the scope of compulsory literature. Part of the exam is also the elaboration and presentation of a selected problem, taking into account the focus of the dissertation, in the form of a scientific article.
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Recommended literature
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GEREFFI, G. Global Value Chains and Development: Redefining the Contours of 21st Century Capitalism (Development Trajectories in Global Value Chains).. Cambridge University Press. Cambridge, 2018. ISBN 978-1108471947.
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GREVE, H., ROWLEY, T., SHIPILOV, A. Network Advantage: How to Unlock Value From Your Alliances and Partnerships.. John Wiley & Sons. San Francisco, 2014. ISBN 978-1-118-56145-4.
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CHERNEV, A. Strategic Marketing Management.. Cerebellum Press. Chicago, 2019. ISBN 9781936572595.
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LIYANAGE, J. P., UUSITALO, T. (Eds.). Value Networks in Manufacturing. Sustainability and Performance Excellence.. Springer International Publishing. Switzerland, 2017. ISBN 978-3-319-27799-8.
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LOŠŤÁKOVÁ, H., JELÍNKOVÁ, M., PECINOVÁ, Z., VLČKOVÁ, V., PATÁK, M., BRANSKÁ, L. Nástroje posilování vztahů se zákazníky na B2B trhu.. Grada Publishing. Praha, 2017. ISBN 978-80-271-0419-2.
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RAMASWAMY, V., OZCAN, K. The Co-Creation Paradigm.. Stanford University Press. Stanford, 2014. ISBN 9780804789158.
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