Course detail

Strategic Marketing

FP-PsmPAcad. year: 2012/2013

The aim of the course is to test students’ practical knowledge with respect to the management of a firm, it develops their knowledge of how to form, do and manage marketing strategy in the real time and in the competitive atmosphere. The understanding of mutual dependance of decisions in various areas of a company´s life and financial situation of a firm will be another part of student´s experience. Another goal is to familiarise students with the methods of resolution of complex decision problems with the enmity elements. The course is based on the simulation program The Global Marketplace.

Language of instruction

Czech

Number of ECTS credits

3

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

Learning outcomes of the course unit

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.

Prerequisites

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

Co-requisites

Not applicable.

Planned learning activities and teaching methods

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

Assesment methods and criteria linked to learning outcomes

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

Course curriculum

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

Work placements

Not applicable.

Aims

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.

Specification of controlled education, way of implementation and compensation for absences

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.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4 (CS)
KOTLER, P.: Marketing Management (EN)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR Master's

    branch MGR-PFO , 2. year of study, winter semester, elective

Type of course unit

 

Computer-assisted exercise

26 hours, compulsory

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

The aim of the course is to develop the ability of students in terms of their strategic thinking and the ability to use this in marketing oriented firms. The core of subject consists of the discussion of conditions for strategic marketing utilisation in current conditions of our firms and the step-by-step approach to development and realisation of marketing strategy.