Course detail
Strategic Marketing and Business Development
FP-SsmrKAcad. year: 2021/2022
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.
1: Introduction, acquaintance with the content and form of teaching and evaluation of the subject. Team building. Team problem solving
2: Strategic marketing and its connection to Strategic Management
3: Marketing research - the importance of information and methods of obtaining and evaluating it. Interpretation of the results of marketing research and ways to translate them into the formulation of strategic goals of companies.
4: Market segmentation as a basis for creating marketing strategies
5: Creating a marketing business plan
6-9: Design of marketing strategy, its implementation and specification according to market developments. Creating a marketing strategy - 4P - product, pricing, distribution and communication strategies
10: Financial aspects of marketing decisions - the projection of decisions in the field of corporate strategy into the company's results
11: Customer relationship management (CRM) and its use in the implementation of marketing strategies
12: Implementation of corporate strategy and its control
13: Final presentation of company results in simulation, summary
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 (a total of 60 b) is primarily based on the evaluation of the team within the strategic simulation game - according to the value of the BSC (40 b), the compiled business plan and its presentation (20 b). It is necessary to obtain at least 30 points from the team part of the evaluation.
The next part of the evaluation is based on individual criteria - a control test in e-learning with a focus on the simulation game (10 points) and an oral exam (30 points): A short professional debate on a selected topic of strategic marketing, including practical applications. It is necessary to obtain at least 20 points from the part of the individual evaluation.
In total, it is necessary to obtain at least 51 points according to the ECTS scale to complete the course.
Students with ISPs can replace part of the evaluation for teamwork by developing an individual project in the form of a strategic marketing business plan in a structure recommended for team projects in a simulation game.
Course curriculum
2: Strategic marketing and its connection to Strategic Management
3: Marketing research - the importance of information and methods of obtaining and evaluating it. Interpretation of the results of marketing research and ways to translate them into the formulation of strategic goals of companies.
4: Market segmentation as a basis for creating marketing strategies
5: Creating a marketing business plan
6-9: Design of marketing strategy, its implementation and specification according to market developments. Creating a marketing strategy - 4P - product, pricing, distribution and communication strategies
10: Financial aspects of marketing decisions - the projection of decisions in the field of corporate strategy into the company's results
11: Customer relationship management (CRM) and its use in the implementation of marketing strategies
12: Implementation of corporate strategy and its control
13: Final presentation of company results in simulation, summary
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-SRP-KS Master's 1 year of study, summer semester, compulsory
Type of course unit
Guided consultation in combined form of studies
Teacher / Lecturer
Syllabus
Elearning