Course period: 1.
Year of study: 2
Compulsory module
The aim of this course is to give a general understanding of the basic principles of the process of creating a marketing strategy, its basic components, and the tools it uses. Define the individual components of the marketing mix at a functional level - within a strategic business unit. Create a comprehensive marketing mix respecting strategic options in a competitive environment.
Brief module description
The course defines the essence of strategic business management, typology of marketing strategies, competitive analysis and strategy. It points out the importance of Strategic Marketing Situation Analysis, the company's marketing strategy and the creation of a marketing plan within the defined Strategic Business Units and individual marketing tools.
