Course detail
Strategic Marketing and Business Development
FP-IsmrKAcad. 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
Guarantor
Department
Learning outcomes of the course unit
- procvičení praktických schopností při získávání, zpracování, analýzách a využití informací o vnějším prostředí podniku (zejména o trhu, zákaznících, konkurenci a technických trendech),
- procvičení a rozvoj schopností využívat informace pro tvorbu a realizaci marketingové strategie v globálním měřítku,
- získávání schopností identifikace, plánování a realizace projektů rozvoje podnikání
- seznámit studenty s řešením problémů v projektovém týmu
- seznámit studenty se způsoby promítnutí marketingových rozhodnutí do dalších oblastí podnikového managementu.
- ověření schopnosti řešit komplexní rozhodovací problémy s řadou konfliktů mezi příčinami a následky.
- rozvinout schopnosti leadershipu, týmové práce a interpersonálních dovedností
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Cvičení jsou organizována s využitím vysokého podílu e-learningu s pravidelnými konzultačními setkáními v průběhu semestru.
Studenti ve cvičeních projdou strategickou simulační hrou marketplace live.
Týmové úsilí
Budete spolupracovat se třemi nebo čtyřmi dalšími studenty, aby se vytvořila podnikatelská firma, která bude soutěžit v „hře o podnikové strategii. Na konci se naučíte rozvíjet a zdokonalovat své strategie a taktiky.
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).
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.
Overall, to pass the course, you need to obtain at least 51 points according to the ECTS scale.
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
2. Marketing research - importance of information and methods of obtaining and evaluating. Methodology of preparation and realization of marketing research.
3. Interpretation of the results of marketing research and ways of their use in the formulation of strategic goals of companies and ways to achieve them.
4. Proposal of corporate strategy and resulting marketing strategy and ways of its implementation.
5. Creation and implementation of marketing strategy - using the concept 4P / 4C
6. Link between marketing decisions and selected areas of business management (production management, business management, sales management, human resources management,
quality management, human resources management, marketing communication management, finance management)
7. Financial aspects of marketing (and related) decisions. Projection / impact of company decisions on company results.
8. Business plan - essence, preparation and creation of a business plan as a basis for decision-making in tactical and strategic time horizons (eg decisions on investments in technical development)
9. Implementation of corporate strategy and analysis of company performance using a balanced system of performance indicators - BSC.
10. Final presentation of company results. Feedback, evaluation of the subject.
Work placements
Aims
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4
Recommended reading
MULLINS, John W., et al. Marketing management: A strategic decision-making approach. New York: McGraw-Hill, 2013.
SCHOLES, Kevan; JOHNSON, Gerry; WHITTINGTON, Richard. Exploring corporate strategy. Financial Times Prentice Hall, 2002.
Elearning
Classification of course in study plans
- Programme MGR-IM-KS Master's 2 year of study, summer semester, compulsory
Type of course unit
Guided consultation in combined form of studies
Teacher / Lecturer
Elearning