1. Concepts of marketing strategy and strategic decision-making
2. Basics for strategy formation: Mission; Vision; SWOT analysis; Analysis of the external environment;
3. Analysis of internal factors; Analysis of the offer portfolio, Defining goals; Recognition
4. competitive advantages
5. Porter's generic strategies
6. Market segmentation and positioning strategies
7. Market entry strategies and market share strategies
8. Product strategies (strategies of positioning, diversification, creation of a new product)
9. Pricing strategies (existing and new products, penetration pricing and high pricing)
10. Distribution strategies (product availability and distribution channel policy)
11. Promotion strategies (combining elements of the promotional mix, media selection and message design)
12. Growth strategies: Horizontal and vertical integration strategies; Diversification strategy
13. Speed as a strategy
14. Other strategies
    Planning, introduction, implementation and control of the strategy

• Test 1
• Test 2
• Presence
• Presentations

Ability to formulate and implement an adequate marketing strategy in order to achieve competitiveness in the target market

Basic literature:

1. OC Ferrell and Michael Hartline: Marketing Strategy; Cengage Learning; 6 edition (December 20, 2012)
2. Pavičić, J., Gnjidic, V., Drašković, N.: Fundamentals of strategic marketing, School book, 2014.
3. Renko, N.: Strategije Marketinga, II izdanje, Naklada Ljevak, Zagreb, 2009

Additional (alternative) literature:

1. Schnaars, SP: Marketing Strategy – Customers & Competition, The Free Press, New York 1998.