Strategic Marketing

Code:SMA (FP RsmpP)
Language of Instruction:Czech
Type of
Guarantor:Chalupský Vladimír, doc. Ing., CSc., MBA (IM)
Lecturer:Chalupský Vladimír, doc. Ing., CSc., MBA (IM)
Chlebovský Vít, doc. Ing., Ph.D. (UMEL)
Instructor:Chlebovský Vít, doc. Ing., Ph.D. (UMEL)
Schüller David, Ing., Ph.D. (IM)
Faculty:Faculty of Business and Management BUT
Learning objectives:
  The goals of the course are as follows:
- to practice skills in obtaining and elaborating market data (esp. on market, customers, competitors and technical trends) and analytical skills needed for valid interpretation of data,
- to practice and develop the exploitation of data gathered in the process of strategy analysis, formulation and execution in global market environment,
- to familiarize students with the decison making process in project teams (management teams),
- to familiarize students with the influence of marketing decisions on the related areas of a company´s management,
- to verify decision-making abilities, especially in complex decision making processes with potential conflicts between causes and effects,
- to develop leadership, teamwork and interpersonal skills.
  The course is focused on the development of managerial and marketing knowledge and skills of students, as well as on the deeper understending of managerial consequences in various areas of a company management and strategy. The course will be based on an advanced simulation software - Marketplace.
Knowledge and skills required for the course:
  The knowledge of basic economic and marketing terms, teamwork abilities, time-management, basic knowledge of the work with PC
Learning outcomes and competencies:
  The students will be familiar with the strategic marketing concepts, with strategic analytic methods and with the principals of generation and realization of marketing strategy Develop strategic planning and execution skills within a rapidly changing environment. Instill a bottom line focus and the simultaneous need to deliver customer value. Crystallize the financial implications of business decisions and how they flow to bottom-line performance.
Syllabus of lectures:
  1. Introduction, principles of simulation and assessment.
  2. Team building.
  3. Teamwork in the problem solving.
  4. Market research - the role of information and methods of their collection and evaluation.
  5. Interpretation - analysis of market information: discover how important it is to use market data and competitive signals to adjust the strategic plan and more tightly focus business tactics.
  6. Proposal of marketing strategy, its implementation and specification in accordance with market situation.
  7. Marketing strategy and tactics proposal - 4 P - product, price, place and promotion.
  8. Crystallize the financial implications of business decisions and how they flow to bottom-line performance.
  9. Business plan preparation - as a material for venture capital investments into the company.
  10. Execution of a company strategy and its outcomes analysis - using the BSC as a criterion.
  11. Final presentation of a company results.
Syllabus of numerical exercises:
  1. Marketing strategy - outcomes, development and execution
  2. Marketing research - the role of information and methods for their obtaining
  3. Establishment and effective management of teams and teamwork
  4. New product development
  5. Development and execution of coherent pricing, distribution and communication strategy
  6. Financial aspects of marketing decisions
  7. Business Plan
  8. Balanced Scorecard
Fundamental literature:
 ZAMAZALOVÁ, M. a kol.: Marketing. Praha: C.H. Beck, 2010. ISBN 978-80-7400-115-4. (CS)
Controlled instruction:
  The students will work in teams. The assessment is based on multi-criteria assessment procedure: the main role will play result measured by BSC, followed by written assignment - Business Plan.
Progress assessment:
  RsmP PsmP: Students are gaining continuous feedback in the form of reports on the development of market situation and market share of their virtual firms. These data are both available for free and available upon request (unpaid and paid information). There is a wide spectrum of information available for students characterising the situation of their own firms as well as that of their competitors. These data are necessary for the decision about the strategy and its execution in terms of decisions about the production, stock, mediaplan, advertising campaign, sales person management, price-setting and many others. An important role plays the Business plan preparation and particularly the final workshop, where the key assumptions and decisions of each team are broadely discussed.

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