Course detail

Strategic Marketing

FP-FsmPAcad. year: 2011/2012

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.

Language of instruction

Czech

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

doc. Ing. Vladimír Chalupský, CSc., MBA

Department

Institute of Management (ÚM)

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 and with mutual linkages of various managerial areas and its impacts on a corporate strategy.

Prerequisites

Teamwork abilities, time-management, basic knowledge of the work with PC

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The teaching process is based on a top managerial simulation, the teamwork is applied as a major learning/teaching form, the e-learning is widely adopted. The desicions are made in time period of a "quartal", after each such period the students are offered with a rich feedback on the efficiency of their "virtual" company.

Assesment methods and criteria linked to learning outcomes

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

Course curriculum

Introduction, principles of simulation and assessment
Team building, analysis of market information
Proposal of marketing strategy, its implementation and specification in accordance with market situation
Evaluation

Work placements

Not applicable.

Aims

The aim of the course is to provide knowledge on marketing tools utilization in a company management, with special attention to strategic marketing.

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

The study results are monitored permanently, after each quarter the students are provided with a comprehensive feedback on their ongoing results.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

HORÁKOVÁ,H.: Strategický marketing. Praha, Grada 2003, ISBN 80-247-0447-1 (CS)
ZAMAZALOVÁ,M.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4 (CS)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR Master's

    branch MGR-UFRP , 2 year of study, winter semester, elective

Type of course unit

 

Exercise

39 hod., optionally

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA