Course syllabus E15-0099-I - Strategic Marketing (FEM - SS 2019/2020)

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University: Slovak University of Agriculture in Nitra
Faculty: Faculty of Economics and Management
Course unit code: E15-0099-I
Course unit title: Strategic Marketing
Planned types, learning activities and teaching methods:
lecture2 hours weekly / 26 hours per semester of study (on-site method)
seminar2 hours weekly / 26 hours per semester of study (on-site method)

Credits: 6
Semester: Agrarian Trade and Marketing - master (required), 2. semester
Agrarian Trade and Marketing - master (required), 4. semester
Business Economics - master (required), 2. semester
Business Economics - master (required), 2. semester
Business Economics - master (required), 2. semester
Business Economics - master (required), 2. semester
Business Management - master (required), 2. semester
Business Management - master (required), 2. semester
Level of study: 2.
Prerequisites for registration: none
Assesment methods :
Final written test - 80 points. Semester work/ thesis - 10 points. Solved projects - 10 points. To obtain A mark will be needed to obtain at least 93 points, for the evaluation of B mark at least 86 points, C mark at least 79 points, for the evaluation of D mark at least 72 points and for the evaluation of E mark at least 64 points.
Learning outcomes of the course unit:
The aim of the course is to teach students to develop marketing strategies for tools of marketing mix on the basis of marketing analysis according to the interests of the company. The student will be able to realize and use the marketing strategies in the practice.
Course contents:
The content of the course is the presentation of the strategic marketing process, specifying marketing strategic objectives, formulating marketing strategies and their planning, implementation of marketing strategies and also control and evaluation of the implementation of marketing strategies.
Recommended or required reading:
Basic:
KUBICOVÁ, Ľ. Strategický marketing. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2013. 169 p. ISBN 978-80-552-1001-8.
KUBICOVÁ, Ľ. -- KÁDEKOVÁ, Z. Strategic marketing. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2017. 143 p. ISBN 978-80-552-1622-5.
KUBICOVÁ, Ľ. Marketingová stratégia firmy. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2013. 125 p. ISBN 978-80-552-1083-4.
VICEN, M. -- KUBICOVÁ, Ľ. -- MINÁROVÁ, M. Strategický marketing. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2009. 220 p. ISBN 978-80-552-0179-5.

Recommended:
Horáková, H. 2003. Strategický marketing. Praha : Grada Publishing, 196 s. ISBN 80-247-0447-1.
Chernec, Alexander- Kotler, Philip. 2012. Strategic Marketing Management. Cerebellum Press; 7th ed. Edition, 2012. 254 p. 978-1936572151.
Christensen, Clayton M.- Levitt, Theordore - Kotler, Philip- Reichheld, Fred. 2013. HBR's 10 Must Reads on Strategic Marketing. Harvard Business Review Press, 2013. 224p. ISBN 978-1633694576.
Jakubíková, D. 2008. Strategický marketing, Stratégia a trendy. Praha : Grada Publishing, 272 s. ISBN 978-80-247-2690-8.
Kassay, Š. 2001. Marketingová stratégia IV. 2. upr. vyd. Nové Zámky : Vydavateľstvo Strateg, 510 s. ISBN 80-88988-07-1.
Kim, Chan W.- Mauborgne, Renee. 2005. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Harvard Business Review Press; 1 edition, 2005. 256 p. ISBN: 978-1591396192.
Lesáková, D. a kol. 2004. Strategický marketingový manažment. Bratislava : NETRI, 264 s. ISBN 80-968904-8-4.
Majtán, Š. a kol. 2007. Odbytová stratégia. Bratislava : Ekonóm, 290 s. ISBN 978-80-225-2252-6.
Wilson, M.S. Richard – Gilligan, Colin. 2005. Strategic Marketing Management. 3rd Edition. Routledge; 2005. 882 p. ISBN 978-0750659383.

Language of instruction: Slovak, English
Notes:
Evaluation of course unit:
Assessed students in total: 938

ABCDEFX
47,5 %19,9 %17,3 %10,1 %5,2 %0 %
Name of lecturer(s): doc. Ing. Ľubica Kubicová, PhD. (examiner, instructor, lecturer, person responsible for course)
Last modification: 22. 10. 2018
Supervisor: doc. Ing. Ľubica Kubicová, PhD. and programme supervisor


Last modification made by Iveta Kunová on 10/22/2018.

Type of output: