Course detail

Strategic Marketing

FIT-SMAAcad. year: 2017/2018

The course is focused on the development of managerial and marketing
knowledge and skills of students, as well as on the deeper understending
of managerial consequences in various areas of a company management and
strategy. The course will be based on an advanced simulation software -
Marketplace.

Learning outcomes of the course unit

The students will be familiar with the strategic marketing concepts,
with strategic analytic methods and with the principals 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.

Prerequisites

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

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

  • ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4
  • KOTLER, P.: Marketing podle Kotlera. Praha: Management Press, 2000. 258 s. ISBN 80-7261-010-4
  • MALLYA, T.: Základy strategického řízení a rozhodování. Praha: Grada, 2007. ISBN 978-80-247-1911-5

Planned learning activities and teaching methods

Not applicable.

Assesment methods and criteria linked to learning outcomes

Study evaluation is based on marks obtained for specified items. Minimimum number of marks to pass is 50.

Language of instruction

Czech

Work placements

Not applicable.

Course curriculum

    Syllabus of lectures:
    1. Introduction, principles of simulation and assessment.
    2. Team building, Teamwork in the problem solving.
    3. Market research - the role of information and methods of their collection and evaluation.
    4. Interpretation - 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. Proposal of marketing strategy, its implementation and specification in accordance with market situation.
    6. Marketing strategy and tactics proposal - 4 P - product, price, place and promotion.
    7. Crystallize the financial implications of business decisions and how they flow to bottom-line performance
    8. Business plan preparation - as a material for venture capital investments into the company
    9. Execution of a company strategy and its outcomes analysis.
    10. Using the BSC as a criterion.
    11. Final presentation of a company results

Aims

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 decison making process in project teams (management teams) - 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

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

RsmP PsmP: 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.

Classification of course in study plans

  • Programme IT-MGR-2 Master's

    branch MMI , any year of study, summer semester, 4 credits, elective

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

Syllabus

  1. Introduction, principles of simulation and assessment.
  2. Team building, Teamwork in the problem solving.
  3. Market research - the role of information and methods of their collection and evaluation.
  4. Interpretation - 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. Proposal of marketing strategy, its implementation and specification in accordance with market situation.
  6. Marketing strategy and tactics proposal - 4 P - product, price, place and promotion.
  7. Crystallize the financial implications of business decisions and how they flow to bottom-line performance
  8. Business plan preparation - as a material for venture capital investments into the company
  9. Execution of a company strategy and its outcomes analysis.
  10. Using the BSC as a criterion.
  11. Final presentation of a company results

Fundamentals seminar

39 hours, optionally

Teacher / Lecturer

eLearning