Course detail

Strategic Marketing

FP-RsmpPAcad. year: 2018/2019

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
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.

Prerequisites

The knowledge of basic economic and marketing terms, 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 an initial lecture, followed by e-learning programme, based on an effective teamwork in the decision-making process in the simulation.

Assesment methods and criteria linked to learning outcomes

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 - Business Plan.

Course curriculum

Introduction, principles of simulation and assessment
Team building,
Teamwork in the problem solving
Market research - the role of information and methods of their collection and evaluation
Interpretation - analysis of market information: discover how important it is to use market data and competitive signals to adjust the strategic plan and more tightly focus business tactics
Proposal of marketing strategy, its implementation and specification in accordance with market situation
Marketing strategy and tactics proposal - 4 P - product, price, place and promotion
Crystallize the financial implications of business decisions and how they flow to bottom-line performance
Business plan preparation - as a material for venture capital investments into the company
Execution of a company strategy and its outcomes analysis - using the BSC as a criterion
Final presentation of a company results

Work placements

Not applicable.

Aims

The goals of the course are as follows:
- to practice skills in obtaining and elaborating market data (esp. on market, customers, competitors and technical trends) and analytical skills needed for valid interpretation of data
- to practice and develop the exploitation of data gathered in the process of strategy analysis, formulation and execution in global market environment
- to familiarize students with the decison making process in project teams (management teams)
- to familiarize students with the influence of marketing decisions on the related areas of a company´s management
- to verify decision-making abilities, especially in complex decision making processes with potential conflicts between causes and effects
- to develop leadership, teamwork and interpersonal skills

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

RsmP PsmP: 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.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme MGR Master's

    branch MGR-ŘEP , 1 year of study, summer semester, compulsory

  • Programme IT-MSC-2 Master's

    branch MMI , 0 year of study, summer semester, elective

Type of course unit

 

Lecture

13 hod., optionally

Teacher / Lecturer

doc. Ing. Vladimír Chalupský, CSc., MBA

Syllabus

1. Seznámení s obsahem a formou výuky a hodnocením předmětu. Úvod do problematiky strategického řízení, strategického marketingu.
2.Tvorba týmů, řešení problémy v týmu, týmové role, synergie v týmové práci.
3. Marketingový průzkum - význam informací a metody jejich získávání a vyhodnocování.
4. Metodika přípravy a realizace marketingového průzkumu.
5. Interpretace výsledků marketingového průzkumu a způsoby jejich využití při formulaci strategických cílů firem a způsobů jejich dosažení.
6. Návrh firemní strategie a z toho vyplývající marketingové strategie a způsobů její realizace.
7. Tvorba a realizace marketingové strategie - využití koncepce 4P / 4C
8. Vazba mezi marketingovými rozhodnutími a vybranými oblastmi řízení podniku (řízení výroby, řízení obchodních činností, řízení prodeje, řízení lidských zdrojů, řízení kvality, řízení lidských zdrojů, řízení marketingové komunikace, řízení financí)
9. Finanční aspekty marketingových (a navazujících) rozhodnutí. Promítnutí / dopad firemních rozhodnutí do výsledků firmy.
10. Business plan - podstata, příprava a tvorba business plánu jako podkladu pro rozhodování v taktickém a strategickém časovém horizontu (např. rozhodování o investicích do technického rozvoje)
11. Realizace firemní strategie a analýza výkonu firmy pomocí vyváženého systému ukazatelů výkonnosti firmy - BSC.
12. Závěrečná prezentace výsledků firmy
13. Zpětná vazba, hodnocení předmětu.

Computer-assisted exercise

39 hod., compulsory

Teacher / Lecturer

Ing. David Schüller, Ph.D.
doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

1. Marketing strategy – outcomes, development and execution
2. Marketing research – the role of information and methods for their obtaining
3. Establishment and effective management of teams and teamwork
4. New product development
5. Development and execution of coherent pricing, distribution and communication strategy
6. Financial aspects of marketing decisions
7. Business Plan
8. Balanced Scorecard