Course detail

Strategic Marketing

FP-RsmpPAcad. year: 2019/2020

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

Planned learning activities and teaching methods

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

Assesment methods and criteria linked to learning outcomes

The students will work in teams. The assessment is based on multi-criteria assessment procedure: the main role will play result measured by BSC, followed by written assignment - Business Plan.

Language of instruction

Czech

Work placements

Not applicable.

Course curriculum

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

  • Programme MGR-Z Master's

    branch MGR-Z , 1. year of study, summer semester, 4 credits, elective

  • Programme MGR Master's

    branch MGR-ŘEP , 1. year of study, summer semester, 4 credits, compulsory

Type of course unit

 

Lecture

13 hours, optionally

Teacher / Lecturer

Computer-assisted exercise

39 hours, compulsory

Teacher / Lecturer

eLearning