Czech

4

Not applicable.

The students will be familiar with the strategic marketing concepts, with strategic analytic methods and with the processes of generation and realization of marketing strategy
Develop strategic planning and execution skills within a rapidly changing environment.
Instill a bottom line focus and the simultaneous need to deliver customer value.
Crystallize the financial implications of business decisions and how they flow to bottom-line performance.

The knowledge of basic economic and marketing terms and concepts, teamwork abilities, mastering of time-management principles, basic knowledge of the work with PC

Not applicable.

The teaching process is based on lectures, followed by e-learning programme, based on an effective teamwork in the decision-making process in the simulation.

The students will work in teams. The assessment is based on multi-criteria assessment procedure: the main role will play company results measured by BSC, followed by written assignment - Business Plan and its presentation. The assessment is based also on the evaluation of individual contribution of each team-member and his/her orientation in the simulation.

1. Introduciton to simulation, the principles of simulation, forms of education/ training and evaluation of the course. Team building,
2. Market opportunity analysis as a starting point of a company stratégy formulation.
3. Market research - the role of information and methods of their collection and evaluation.
4. Interpretation of market research - analysis of market information: discover how important it is to use market data and competitive signals to adjust the strategic plan and more tightly focus business tactics
5. Test market - expected effects for the marketing strategy precission.
6. Financial aspects of marketing decisions - projection of marketing decisions into strategic goals formulation
7. Business plan - preparation of BP as a source for potential investment of Venture Capitalists and its negotiation with VC.
8. Presentation of BP and negotiation of potential investments into the company
9. Expansion opportunities after potential capital investment into the company
10. Marketing strategy implementation and company results analysis through BSC measures
11. Quality management as a tool for differentiation of a company
12. Global geographical expansion and its impacts intu company results
13. Final presentation of teams performance

Not applicable.

The goals of the course are as follows:
- to practice skills in obtaining and elaborating market data (esp. on market, customers, competitors and technical trends) and analytical skills needed for valid interpretation of data
- to practice and develop the exploitation of data gathered in the process of strategy analysis, formulation and execution in global market environment
- to familiarize students with the influence of marketing decisions on the related areas of a company´s management
- to verify decision-making abilities, especially in complex decision making processes with potential conflicts between causes and effects
- to develop leadership, teamwork and interpersonal skills
- to familiarize students with the decison making process in project teams (management teams)

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 negotiation and particularly the final workshop, with team presentations where the key assumptions and decisions of each team are broadly discussed.

Not applicable.

Not applicable.

ZAMAZALOVÁ,M.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4
HORÁKOVÁ,H.: Strategický marketing. Praha, Grada 2003, ISBN 80-247-0447-1

Not applicable.

16 hours, optionally