Course syllabus STMR - Strategic Marketing (ŠAVŠ - SS 2013/2014)

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Course title: Strategic Marketing
Semester: SS 2013/2014
Course supervisor: doc. Ing. Jana Přikrylová, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: Bachelor state examination
Time allowance: full-time, 1/2 (hours of lectures per week / hours of seminars per week)
Type of study: usual
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (5 credits)
Course objective:
The aim of the course is to acquaint students with setting marketing objectives and formulating strategies. The students will learn the principles of marketing planning, identification of company market opportunities, target markets selection and they also will be able to solve the problems related to strategic and tactical issues of the marketing mix.
 
Course methods: Full-time students: Lectures and simulation of marketing strategy using StratSim Marketing. Results are presented (pptx)by the team.
Part-time students: Simulation of marketing strategy using StratSim Marketing. Results are handed in the form of assignment (docx).
 
Course content:
1.Characteristic, definition, development and the importance of the subject (allowance 1/1)
2.Business strategy - analyzing and evaluating relations: senior business strategy, (allowance 1/1)
3.Strategic business units, marketing strategy (allowance 1/1)
4.Marketing situation analysis, SWOT analysis, portfolio analysis, analysis of the course (allowance 1/1)
5.Product life cycle, Pareto model, ABC analysis. Application of individual techniques (allowance 1/1)
6.Standard approaches and procedures for the creation of marketing plans (allowance 1/1)
7.Marketing Planning and search strategies (allowance 1/1)
8.Marketing objectives (allowance 1/1)
9.Marketing strategy. Systematic, modeling (allowance 1/1)
10.Deciding product strategies (allowance 1/1)
11.Deciding price strategies (allowance 1/1)
12.Deciding distribution strategies (allowance 1/1)
13.Deciding communication strategies (allowance 1/1)
 
Learning outcomes and competences:
After completing the course, student will be able to:
 
-Will apply appropriate methods to analyse the internal environment of the organization and its immediate and general surroundings.
-Will clarify the essence of a holistic approach to marketing in an organization
-Will compare the fact to a given time point with the planned status and will draw conclusions for the chosen strategy.
-Will create suggestions for access to strategic management of an organization, will select a suitable variant and will implement it.
-Will decide on a strategy for managing the product portfolio
-Will interpret the data found through analyses

Teaching methods and workload (hours of workload):
Type of teaching methodDaily attendance
Direct teaching
     Attendance of lectures24 h
     Attendance of courses/seminars/tutorials14 h
Self-study
     Course reading and ongoing preparation20 h
     Ongoing evaluation20 h
     Composing of individual (seminar) work0 h
     Composing of presentation12 h
     Preparation for final test50 h
Total140 h
 
Assessment methods:
Requirement typeDaily attendance
Active lecture/seminar/workshop/tutorial participation29 %
Term paper0 %
Presentation15 %
Mid-term test(s)12 %
Final test44 %
Total100 %
 
Course completion:
Students are supposed to:
- pass the entry test of StratSim Marketing(quiz based on manual), max.12 points, min.7 points
- fully participate in simulation as precondition for course grade, max. 22 points, min. 20 points
- draft the strategic outlook (in 3th round), max. 5 points, min. is not set
- present strategies used and learning outcomes (full-timers) and/or draft final report (part-timers) when simulation is finished, max. 15 points, min. 10 points
- pass the final test, max. 46 points, min. 27 points

Bonus points will be added to the result of the final test for the position reached in the simulation.
Winning team - 15 points
2nd team - 8 points
3rd team - 6 points
4th team - 4 points
5th team - 2 points

Grades:
100 - 90 excellent (výborně)
89 - 75 very good (velmi dobře)
74 - 60 good (dobře)
less than 60 failed (nevyhověl/a)
 
Support for combined/distance forms of study:
Organization of part-time course is similar to full-time one.
E-consutations with professors
 
Reading list:
Basic:
Language of instruction: Czech
JAKUBÍKOVÁ, D. Strategický marketing.: Strategie a trendy. 1st ed. Praha: GRADA, 2008. 272 p. ISBN 978-80- 247-2690-8.
KNIGHT, P. Vysoce efektivní marketingový plán.: 15 kroků k úspěchu v podnikání. 1st ed. Praha: GRADA, 2007. ISBN 978-80-247-1999-3.
TROUT, J. -- RIVKIN, S. Odliš se nebo zemři.: Jak si zajistit úspěch na trhu jedinečností své nabídky. 1st ed. Praha: Grada Publishing, a.s., 2006. 197 p. ISBN 80-247-1301-2.

Recommended:
TROUT, J., RIES, A. Marketing Warfare, second edition. McGraw-Hill 1997. ISBN 0070527261
TROUT, J., RIES, A. Positioning – The Battle for Your Mind, first edition. McGraw-Hill 2001. ISBN 0071373586
Language of instruction: Czech
KOTLER, P. Marketing podle Kotlera.: Jak vytvářet a ovládnout nové trhy. 1st ed. Praha: Management Press, 2000. 258 p. ISBN 80-7261-010-4.
LEPPARD, J. -- WYAKARNAM, S. Plánování podnikatelských strategií. Praha: Grada Publishing, 1998. ISBN 80-7169-533-5.
HANZELKOVÁ, A. -- ODEHNALOVÁ, D. -- KEŘKOVSKÝ, M. -- VYKYPĚL, O. Strategický marketing.: Teorie pro praxi. 1st ed. Praha: C.H.Beck, 2009. ISBN 978-80-7400-120-8.

Study plans:
N-EM-FRP Corporate Finance Management in the Global Environment, full-time form, initial academic year WS 2013/2014
N-EM-MP Business Administration and Operations, full-time form, initial academic year WS 2013/2014
N-EM-GPP Law in the Global Business Environment, full-time form, initial academic year WS 2013/2014
N-EM-MAR Marketing Management in the Global Environment, full-time form, initial academic year WS 2013/2014
N-EM-GPP Law in the Global Business Environment, full-time form, initial academic year SS 2013/2014
N-EM-MP Business Administration and Operations, full-time form, initial academic year SS 2013/2014
N-EM-FRP Corporate Finance Management in the Global Environment, full-time form, initial academic year SS 2013/2014
N-EM-MAR Marketing Management in the Global Environment, full-time form, initial academic year SS 2013/2014
 
Run in the period of: WS 2019/2020, SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017   (and older)
Course tutor: doc. Ing. Tomáš Kincl, Ph.D. (examiner, instructor, lecturer)
doc. Ing. Jana Přikrylová, Ph.D. (examiner, instructor, supervisor)
doc. Ing. Pavel Štrach, Ph.D. et Ph.D. (examiner, instructor)
Teaching language: Czech
Room: Mladá Boleslav


Last modification made by Ing. Zuzana Hejhalová on 04/18/2014.

Type of output: