English

Not applicable.

Of all faculties

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.

Knowledge of basic economic terms and concepts.

Not applicable.

The teaching process is a combination of lectures, followed by e-learning programme, based on an effective teamwork in the decision-making process in accordance to the market situation development.

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.

1. Market opportunity analysis
2. Marketing strategy formulation
3. Testing the market
4. Business plan preparation
5. Marketing strategy execution
6. The influence of decisions on overall financial performance of the firm

Not applicable.

The goal of the course is to test students’ practical skills in a company management, ability to find own personal strengths and/or weaknesses and to gain experience in a team management, in analysis of market and consumer data (their buying motives, needs and wants) as well as in analysis of technology trends, in creation and execution of global marketing strategy and in evaluation of the influence of marekting decisions on overall financial performance of a firm. Another goal is to prove skills in a decision-making process related to complex problems with many trade-offs, and to manage financial consequences of marketing decisions. Last but not least, the course is also aimed to practice user’s skills in computer work and in work with an advanced software.

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.

Not applicable.

Not applicable.

KOTLER, P. Principles of Marketing. 10th edition. Upper Saddle River: Pearson Prentice Hall, 2004. 661 p. ISBN 0-13-101861-2 (EN)

Not applicable.