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

The teaching is divided into standard lectures focused on the presentation and active discussion of concepts used in strategic marketing and the connection to other disciplines of strategic company management.
Exercises are organized using a high proportion of e-learning with regular consultation meetings during the semester.
In the exercises, students will go through the strategic simulation game marketplace live.
A team effort
You will work with three or four other students to create an entrepreneurial firm to compete in a “business strategy game. At the end, you will learn to develop and refine your strategies and tactics.

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). 

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. 

Overall, to pass the course, you need to obtain at least 51 points according to the ECTS scale. The minimum for obtaining credit is 30 points.

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.

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

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.

• Programme MGR-IM Master's 2 year of study, summer semester, compulsory