Course detail

Strategic Marketing and Business Development

FP-SsmrPAcad. year: 2022/2023

The course is focused on the development of strategic managerial and marketing thinking and the abilities and skills of students in business development management, as well as on understanding the links between management decisions in different
areas of corporate governance and implemented corporate strategy.
Teaching within the exercise will take place in the form of managerial simulation - using the top simulation game The Global Market Place.

Language of instruction


Number of ECTS credits


Mode of study

Not applicable.

Learning outcomes of the course unit

The study outcomes are the following:
- practicing practical skills in obtaining, processing, analyzing and using information about the external environment of the company (especially about the market, customers, competition and technical trends),
- practice and development of the ability to use information for the creation and implementation of a marketing strategy on a global scale,
- acquiring the skills of identification, planning and implementation of business development projects
- introduce students to problem solving in a project team
- to acquaint students with ways of projecting marketing decisions into other areas of business management.
- verification of the ability to solve complex decision-making problems with a number of conflicts between causes and consequences.
- develop leadership, teamwork and interpersonal skills


Strategic Management


Not applicable.

Planned learning activities and teaching methods

The teaching is divided into standard lectures focused on the presentation and active discussion of concepts used in strategic marketing and the connection to other disciplines of strategic company management.
Exercises are organized using a high proportion of e-learning with regular consultation meetings during the semester.
In the exercises, students will go through the strategic simulation game marketplace live.
A team effort
You will work with three or four other students to create an entrepreneurial firm to compete in a “business strategy game. At the end, you will learn to develop and refine your strategies and tactics.

Assesment methods and criteria linked to learning outcomes

Course evaluation is based on two basic elements:

the evaluation of teamwork (total 60 points) is primarily based on the evaluation of the team within the strategic simulation game - according to the value of the BSC (40 points), the compiled business plan and its presentation (20 points). A minimum of 30 points must be obtained from the team part of the assessment.

The next part of the assessment is based on individual criteria – activities at lectures (5 b), a control test in e-learning focusing on a simulation game (10 b) and an oral exam (25 points): A short professional debate on a selected topic of strategic marketing, including practical applications. A minimum of 20 points must be obtained from the individual assessment part.

Overall, to pass the course, you need to obtain at least 51 points according to the ECTS scale. The minimum for obtaining credit is 30 points.

Students with ISP can replace part of the evaluation for teamwork by working on an individual project in the form of a strategic marketing business plan in the structure recommended for team projects in a simulation game.

Course curriculum

1: Introduction, acquaintance with the content and form of teaching and evaluation of the subject. Team building. Team problem solving
2: Strategic marketing and its connection to Strategic Management
3: Marketing research - the importance of information and methods of obtaining and evaluating it. Interpretation of the results of marketing research and ways to translate them into the formulation of strategic goals of companies.
4: Market segmentation as a basis for creating marketing strategies
5: Creating a marketing business plan
6-9: Design of marketing strategy, its implementation and specification according to market developments. Creating a marketing strategy - 4P - product, pricing, distribution and communication strategies
10: Financial aspects of marketing decisions - the projection of decisions in the field of corporate strategy into the company's results
11: Customer relationship management (CRM) and its use in the implementation of marketing strategies
12: Implementation of corporate strategy and its control
13: Final presentation of company results in simulation, summary

Work placements

Not applicable.


Students will be familiar with the essence of strategic marketing management, the methods of strategic marketing analysis and the principles of creating and implementing marketing strategies. They will develop the skills needed for strategic planning and implementation in a dynamically changing market environment. They will understand the importance of linking marketing and financial decisions and the importance of providing value to their customers.

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

Not applicable.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2., rozš. vyd. Praha: Grada, 2013. Expert (Grada). ISBN 978-80-247-4670-8.
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4

Recommended reading

SCHOLES, Kevan; JOHNSON, Gerry; WHITTINGTON, Richard. Exploring corporate strategy. Financial Times Prentice Hall, 2002.
MULLINS, John W., et al. Marketing management: A strategic decision-making approach. New York: McGraw-Hill, 2013.
KOTLER, Philip, et al. Marketing management 14/e. Pearson, 2014.


Classification of course in study plans

  • Programme MGR-SRP Master's, 1. year of study, summer semester, compulsory

Type of course unit



26 hours, optionally

Teacher / Lecturer


26 hours, compulsory

Teacher / Lecturer