Course detail

Strategic Marketing and Business Development

FP-SsmrKAcad. year: 2023/2024

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.


Language of instruction

Czech

Number of ECTS credits

6

Mode of study

Not applicable.

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

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.


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.


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

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

JAKUBÍKOVÁ, Dagmar. Strategický marketing: strategie a trendy. 2., rozš. vyd. Praha: Grada, 2013. Expert (Grada). ISBN 978-80-247-4670-8.
ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4

Recommended reading

KOTLER, Philip, et al. Marketing management 14/e. Pearson, 2014.
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

20 hod., optionally

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.

Elearning