Course detail

Strategic Marketing and Business Development

FP-IsmrPAcad. year: 2024/2025

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.

Guarantor

doc. Ing. Vít Chlebovský, Ph.D.

Department

Institute of Management (ÚM)

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). 

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.


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.

Classification of course in study plans

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

Type of course unit

 

Lecture

20 hod., optionally

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

  1. Introduction to the course content, teaching format, and assessment. Introduction to strategic management and strategic marketing. Team formation, team problem solving, team roles, synergy in teamwork.
  2. Marketing research - importance of information and methods of gathering and evaluating it. Methodology for preparing and conducting marketing research.
  3. Interpretation of marketing research results and their use in formulating strategic objectives and methods of achieving them for companies.
  4. Proposal of corporate strategy and resulting marketing strategy and its implementation.
  5. Development and implementation of marketing strategy - utilization of the 4P / 4C concept.
  6. Link between marketing decisions and selected areas of business management (production management, business operations management, sales management, human resources management, quality management, marketing communication management, financial management).
  7. Financial aspects of marketing (and related) decisions. Impact of corporate decisions on company results.
  8. Business plan - essence, preparation, and creation of a business plan as a basis for decision-making in tactical and strategic time horizons (e.g., decisions on investments in technical development).
  9. Implementation of corporate strategy and analysis of company performance using the Balanced Scorecard (BSC) framework.
  10. Final presentation of company results. Feedback, course evaluation.

Exercise

20 hod., compulsory

Teacher / Lecturer

doc. Ing. Vít Chlebovský, Ph.D.

Syllabus

  1. Marketing strategy; foundations, process of development, and implementation
  2. Marketing research; importance of information and methods of obtaining it
  3. New product development
  4. Creation and implementation of pricing, distribution, and communication strategies
  5. Financial aspects of marketing decisions
  6. Business plan
  7. Balanced Scorecard (BSC) - balanced system of company performance indicators