winter

summer

year 1 daily

year 2 daily

year 2 external

degree 2

Marketing

written essay

preliminary tests

written examination

-          10% individual activity during course

-          30% several written assignments including research reports and marketing projects (case studies and so on.)

-          60% final exam

The sales strategy course is designed to:

• expose students to the typology of sales strategies
• manage methodic progress of sales strategy processing
• be able to make a marketing analyses like a resource

By the end of the course, students should understand and have knowledge about:

• content and specific types of sales strategies
• the basic methodology of marketing analyses process within sales strategy framework

Ability and attributes. Upon completion of this course students should be able to:

• choose suitable sales strategy on the basis of definite market position of enterprise
• manage process of selected type of sales strategy (from source analyses to assignment formulation for each tools of marketing activities)

1. The fundamental of sales strategy and its relations

2. The Customer-focused sales strategies

3. The Competitor-focused sales strategies

4. The Product-focused sales strategies

5. The Marketing communication- focused sales strategies

6. The Distribution- focused sales strategies

 Základná:

MAJTÁN, Š. a kol.: Odbytová stratégia. Bratislava 2013, Sprint 2, ISBN 978-80-89393-92-3
GRANČIČOVÁ, K. a kol.: Odbytová stratégia. Praktikum. Bratislava 2013, Vydavateľstvo EKONÓM, ISBN 978-80-225-3592-2

Odporúčaná:

HANZELKOVÁ, A. – KAŘKOVSKÝ, M. – ODEHNALOVÁ, D. – VYKYPĚL, O.: Strategický marketing. Teorie pro praxi. Praha 2009. C. H. BECK. ISBN 978-80-7400-120-8
JAKUBÍKOVÁ, D.: Strategický marketing. Strategie a trendy. Praha 2009. Grada Publishing. ISBN 978-80-247-2690-8

LESÁKOVÁ, D. a kol.: Strategický marketing. Bratislava 2007. Sprint vfra. ISBN 978-80-890-85-92-7

slovak

No.