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Lecturer(s)
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Ondrušková Dana, Ing. Mgr. Ph.D.
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Course content
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Corporate marketing strategies: key concepts and their practical application. Marketing analysis tools and their use in practice. Analysis of marketing communication and corporate communication strategies. Interpretation of marketing messages and identification of their strategic objectives. Critical evaluation of marketing strategies based on case studies. Analysis of marketing campaigns and their effectiveness in different market and cultural contexts. Work with authentic marketing materials and data. Presentation of marketing analysis results and professional discussion of marketing strategies.
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Learning activities and teaching methods
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Dialogic Lecture (Discussion, Dialog, Brainstorming), Activating (Simulations, Games, Dramatization), Group work, Analyzing and producing audiovisual content
- Homework for Teaching
- 12.5 hours per semester
- Attendace
- 12.5 hours per semester
- Preparation for the Course Credit
- 25 hours per semester
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Learning outcomes
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The aim of the course is to further develop students' ability to apply previously acquired marketing knowledge and analytical tools in the practical context of marketing communication and corporate strategy. The course assumes that students are already familiar with the fundamental principles of marketing and marketing analysis, and therefore focuses on their advanced application in analysing and interpreting the marketing strategies of companies. Through the analysis of case studies and authentic marketing materials, students learn to critically evaluate corporate marketing strategies and communication approaches, identify their key components, and assess their effectiveness in different contexts. The course also places emphasis on the development of communication and argumentation skills, particularly the ability to formulate well-founded conclusions, defend one's interpretation of marketing strategies, and engage in professional and academic discussions.
After completing the course, the student will be able to: apply previously acquired marketing knowledge and analytical tools to practical problems in the field of marketing communication and corporate strategy, analyse and interpret the marketing strategies of companies using selected analytical methods, critically evaluate corporate marketing and communication approaches and assess their effectiveness in different contexts, identify the key components of marketing strategies and their role within marketing communication, formulate well-founded conclusions based on marketing analysis, present and defend their interpretation of marketing strategies and actively participate in professional discussions.
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Prerequisites
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french language proficiency at the B2 level knowledge gained in the course KRF/FMK1V
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Assessment methods and criteria
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Student performance, Systematic Observation of Student
Completion of the course is conditional upon the student's attendance in classes, systematic preparation for individual sessions, active participation in seminars, study of the relevant academic literature, and participation in a final oral discussion in which the acquired knowledge is assessed.
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Recommended literature
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Helfer, Orsoni, Sabri. (2023). Marketing. Paris.
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