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Course detail
FP-SsmrKAcad. year: 2022/2023
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 differentareas 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.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Learning outcomes of the course unit
The study outcomes are the following:- practicing practical skills in obtaining, processing, analyzing and using information about the external environment of the company (especially about the market, customers, competition and technical trends),- practice and development of the ability to use information for the creation and implementation of a marketing strategy on a global scale,- acquiring the skills of identification, planning and implementation of business development projects- introduce students to problem solving in a project team- to acquaint students with ways of projecting marketing decisions into other areas of business management.- verification of the ability to solve complex decision-making problems with a number of conflicts between causes and consequences.- develop leadership, teamwork and interpersonal skills
Prerequisites
Co-requisites
Planned learning activities and teaching methods
Assesment methods and criteria linked to learning outcomes
Course evaluation is based on two basic elements:
the evaluation of teamwork (total 60 points) is primarily based on the evaluation of the team within the strategic simulation game - according to the value of the BSC (40 points), the compiled business plan and its presentation (20 points). A minimum of 30 points must be obtained from the team part of the assessment.
The next part of the assessment is based on individual criteria – activities at lectures (5 b), a control test in e-learning focusing on a simulation game (10 b) and an oral exam (25 points): A short professional debate on a selected topic of strategic marketing, including practical applications. A minimum of 20 points must be obtained from the individual assessment part.
Overall, to pass the course, you need to obtain at least 51 points according to the ECTS scale.
Students with ISP can replace part of the evaluation for teamwork by working on an individual project in the form of a strategic marketing business plan in the structure recommended for team projects in a simulation game.
Course curriculum
1: Introduction, acquaintance with the content and form of teaching and evaluation of the subject. Team building. Team problem solving2: Strategic marketing and its connection to Strategic Management3: 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 strategies5: Creating a marketing business plan6-9: Design of marketing strategy, its implementation and specification according to market developments. Creating a marketing strategy - 4P - product, pricing, distribution and communication strategies10: Financial aspects of marketing decisions - the projection of decisions in the field of corporate strategy into the company's results11: Customer relationship management (CRM) and its use in the implementation of marketing strategies12: Implementation of corporate strategy and its control13: Final presentation of company results in simulation, summary
Work placements
Aims
Students will be familiar with the essence of strategic marketing management, the methods of strategic marketing analysis and the principles of creating and implementing marketing strategies. They will develop the skills needed for strategic planning and implementation in a dynamically changing market environment. They will understand the importance of linking marketing and financial decisions and the importance of providing value to their customers.
Specification of controlled education, way of implementation and compensation for absences
Recommended optional programme components
Prerequisites and corequisites
Basic literature
Recommended literature
Elearning
Classification of course in study plans
Guided consultation in combined form of studies
Teacher / Lecturer
Syllabus
Studenti v kombinované formě studia budou mít k dispozici celkem 20 hodin kontaktní konzultační výuky zaměřené na interaktivní diskusi koncepcí využívaných ve strategickém marketingu a rovněž základní přehled k absolvování strategické simulační hry v online elearningové formě.