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Strategic marketing

Strateški marketing

Course credits:

9.00 ECTS / 60 (30 hours of lectures, 0 hours of exercises, 10 hours of seminars, 20 hours other forms of work)

Course holder:

prof. dr. Zlatko Jančič






First semester

Study degree

2. level

    Course execution:

  • Postgraduate Programme of Marketing Communication and Public Relations

Short content

This course broadens the marketing discourse with numerous elements from strategic management. It covers the contemporary coopetitive (competitive and cooperative) practices, principles and strategies of organizations. Students get acquainted with methods of organizational environment change analysis. The next step is a strategic analysis that uncovers the chosen organizational position regarding these environments. The following is the strategic option choice and finally the development and implementation of strategies. The course is distinctively interdisciplinary, since it addresses strategies through various social and life science perspectives. The lectures are backed with practical cases.

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