Course detail
Strategic Game - Strategic Business Development
FP-IBsgPAcad. year: 2024/2025
The course Strategic Game: Strategic Business Development is an entirely unique course, both in terms of content and form - students will be able to practice a range of marketing and business development management skills that they have gained during their current study and practice using the strategic marketplace "Live Market". Content is a top-of-the-line "wargame simulation" - a team-based simulation that focuses on developing a business, acquiring the necessary number of customers, market share, etc., and consequently achieving a significant company appreciation. From a formal point of view, students will certainly appreciate the highly e-learning form of study - a significant part of the work may take place at a time and place of student’s choice (but it will be necessary to agree clearly on the assignment of the roles and deadlines for the deadline for sending the decisions in each quarter).
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Offered to foreign students
Entry knowledge
Rules for evaluation and completion of the course
Performance of the team in the game - 60 %, Business Plan, its presentation and negotiation - 30 %, individual e-learning test - 10 %.
A Balanced Scorecard will be used to measure your firm’s performance. The team’s total business performance will be based upon its financial performance, market effectiveness, marketing performance, investments in the firm’s future, manufacturing productivity, asset management, human resource management, creation of wealth, and financial risk. A total score will be computed for each firm competing in the Marketplace Live.
Aims
Throughout the exercise, students will receive guidance and feedback from professional coaches. Their job is to challenge the business thinking and help students to become a good team player and business manager.
The specific goal of the simulation exercise is to develop your management skills by giving you an integrated perspective of the entire business operation. In terms of specifics, the exercise can:
• Develop strategic planning and execution skills within a rapidly changing environment.
• Crystallize the linkages between business decisions and financial performance.
• Instill a bottom line focus and the simultaneous need to deliver customer value.
• Internalize how important it is to use market data and competitive signals to adjust the strategic plan and more tightly focus business tactics.
• Promote better decision-making by helping you see how your decisions can affect the performance of others & organization as a whole.
• Facilitate learning of important business concepts, principles and ways of thinking.
• Experience the challenges and rewards of the entrepreneur by starting up and running a new business venture.
• Build confidence through knowledge and experience.
Study aids
Prerequisites and corequisites
Basic literature
KOTLER, Philip a Kevin Lane KELLER. Marketing management. 14th ed. Upper Saddle River, N.J.: Prentice Hall, 2012. ISBN 978-0132102926.
MULLINS, John W. a Orville C. WALKER. Marketing management: a strategic decision-making approach. 8th ed. New York: McGraw-Hill, 2013. ISBN 978-0078028793.
Recommended reading
KOTLER, Philip a Gary ARMSTRONG. Principles of marketing. Seventeenth edition. Hoboken: Pearson Higher Education, 2018. ISBN 978-0134492513.
Elearning
Classification of course in study plans
Type of course unit
Elearning