Strategic Marketing [VAM 522]

The aim of this course is to provide students with theoretical and practical knowledge and skills for strategic marketing planning and implementation. After completing the course, students will be able to theoretically and practically argue strategic marketing decisions, choose appropriate marketing strategies, considering the market and organizational situation, and to prepare a strategic marketing plan. The course includes lectures, case studies and individual/group public presentations of independent work.

To provide students with theoretical and practical knowledge and skills of strategic marketing that can be applied for analyzing market situation, making strategic marketing decisions and preparing marketing strategy for business organizations.

Marketing principles or Marketing

1. Conceptual overview of strategic marketing 2. Market and competitive space analysis 3. Competitive advantage and competitive strategies 4. Marketing strategies 5. Strategic market segmentation and targeting 6. Strategic positioning 7. Strategic customer relationship management 8. Product development strategies 9. Strategic brand management 10. Pricing strategies 11. Distribution and supply chain management strategies 12. Marketing communication strategies 13. Marketing strategy implementation and control

1. The student applies theoretical provisions of strategic marketing, connecting it with the latest knowledge of marketing and related fields in a complex and systematic way, knowing the development of trends and changes according to at least half of the specified criteria. 2. The student understands, analyzes and evaluates strategic marketing issues, development and influence on value creation activities carried out by modern business organizations according to at least half of the specified criteria. 3. The student, working independently, identifies problems, performs analysis and prepares marketing strategy according to at least half of the specified criteria. 4. The student demonstrates the ability to communicate orally and in writing using terms, presenting results of tasks and proposed solutions, writing reports according to at least half of the specified criteria.