Marketing Strategies

Students get new knowledge and experiences with international marketing strategies and its consequences in company processes. Students may apply this knowledge while writing orders or projects changing whole sectors by generic marketing for products changing life style of consumers or operation of sectors. Market entry program will help to master rule “right for first time” for both multinational corporation and born global entrepreneur. Case studies, research and review articles will be used.

Lecturer of the study module

Mgr. Tomáš Zdražil


The aim of this module is to familiarize with modern trends in marketing strategies, principles of sales processes in relation to target groups and last but not least motivation of recipients of advertising messages to perform the intended interaction . The prerequisite is that students will study the theory to the extent indicated during the seminar and according to the questions for the final exam.


Marketing is a field that evolves similarly to everything else. In the era of digitalization, social networking and the constant presence of mobile device screens, perhaps even a little more quickly. However, it should be noted that some basic principles will always apply. Famous Italian advertising photographer Oliviero Toscany, who became famous (at that time) for controversial campaigns for the Benetton brand, once said : “Advertising is scented carcass. The dead say: „He looks great as if he was smiling.“ This is also true of advertising. Advertising is dead, but it still smiles… ” Unfortunately, Toscani is right today, but while only advertising agencies whispered that right earlier, almost every child knows it today. Advertising is not dead, only some of the means by which we used to pass on to our recipients of their advertising messages, are not effective anymore at a large proportion of these recipients. So what to do with advertising? Is advertising unnecessary? How to do it differently, effectively? Let us help another famous statement by Lord Leverhume:
“I throw out half of the money I give for advertising through the window. But I do not know which half. “ Today, thanks to tracking of almost anything in campaigns through digital technology we can find out which half. So our ads can still be effective, we can even streamline them, and we can still reach new customers through marketing communications. We just have to start doing it differently.


  • KOTLER, Philip and KELLER, Kevin Lane. Marketing management. Boston: Pearson, 2016.
  • WILSON, Alan. Marketing research: delivering customer insight. London: Red Globe Press, 2019.
  • SMITH, Scott M. and ALBAUM, Gerald S. Fundamentals of marketing research. Thousand Oaks, Calif: Sage, 2005.
  • ACCARDI-PETERSEN, Michelle. Agile Marketing. Berkeley, CA: Apress, 2011.
  • KINGSNORTH, SIMON. DIGITAL MARKETING STRATEGY: an integrated approach to online marketing. KOGAN PAGE, 2019.
  • GODIN, Seth. This is marketing: you can’t be seen until you learn to see. London: Penguin Business, 2019.