Czech

3

Not applicable.

This is a typical e-Learning course. From the third week onwards, the seminars will be organised as a self-managed teamwork of individual teams. Teams can meet together in the computer laboratory of the faculty, or they can work and discuss their work anywhere else. The formal seminars will provide a platform for students to ask for advice and/or comments a teacher who will be at student’s disposal.

Knowledge of basic terms and categories from the area of strategic management and marketing.

Not applicable.

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

The course is not concluded by a "classical" exam.

1. Market opportunity analysis
2. Marketing strategy formulation
3. Testing the market
4. Business plan preparation
5. Marketing strategy execution
6. The influence of decisions on overall financial performance of the firm

Not applicable.

The goal of the course is to test students’ practical skills in a company management, ability to find own personal strengths and/or weaknesses and to gain experience in a team management, in analysis of market and consumer data (their buying motives, needs and wants) as well as in analysis of technology trends, in creation and execution of global marketing strategy and in evaluation of the influence of marekting decisions on overall financial performance of a firm. Another goal is to prove skills in a decision-making process related to complex problems with many trade-offs, and to manage financial consequences of marketing decisions. Last but not least, the course is also aimed to practice user’s skills in computer work and in work with an advanced software.

Students are gaining continuous feedback in the form of reports on the development of market situation and market share of their virtual firms. These data are both “available for free” and “available upon request” (unpaid and paid information). There is a wide spectrum of information available for students – characterising the situation of their own firms as well as that of their competitors. These data are necessary for the decision about the strategy and its execution in terms of decisions about the production, stock, mediaplan, advertising campaign, sales person management, price-setting and many others. An important role plays the Business plan preparation and particularly the final workshop, where the key assumptions and decisions of each team are broadely discussed.

Not applicable.

Not applicable.

KOTLER, P.: Marketing. Praha: Grada, 2004. ISBN 80-247-0513-3 (CS)

Not applicable.

39 hours, optionally

1. Marketing strategy outcomes
2. Introduction to marketing strategy formulation
3. Analytical phase of marketing strategy formulation
4. Formulation of potential strategic directions and their selection
5. Marketing strategy execution