Strategic Marketing

Lecture 1 - Introduction to Strategic Marketing

Introduction to Strategic Marketing

This lecture explains the general information about the course, the basics of Marketing, Strategic Marketing, and recapitulates basic Marketing principles. 

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https://is.slu.cz/el/opf/zima2024/PEMNASMR/um/StratMar1_Introduction_to_Strategic_Marketing.pptx

What does marketing mean for you?

5 minutes, use the white-board in MS Teams, 5 minutes discussion, on-site and on-line students take turns.

Do you know what is the difference between tangible goods and intagible services?

5 minutes, use the white-board in MS Teams, 5 minutes discussion, on-site and on-line students take turns.

What are the trends in macro environment in your home country?

5 minutes, use the white-board in MS Teams, 5 minutes discussion, on-site and on-line students take turns.

Task

Apply your knowledge of Strategic Marketing on Twigs Ltd., which manufactures wooden chairs in 5 different variants. The company is new, regional, 3rd year on the market. It is growing by 30 % every year. Has 5 employees already. Create for them: vision, mission, suggest what analysis should be done and why, set strategic objectives, what strategy to choose and why, set marketing mix.

Task is with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).

20 minutes for the task, 10 minutes discussion.

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