Course syllabus STMR - Strategic Marketing Management (ŠAVŠ - WS 2019/2020)

     Czech          English          

Course title: Strategic Marketing Management
Semester: WS 2019/2020
Course supervisor: Ing. Martina Beránek, Ph.D.
Supervising department: Department of Marketing and Management (ŠAVŠ)
Prerequisites for registration: Bachelor state examination
Time allowance: full-time, 2/2 (hours of lectures per week / hours of seminars per week)
part-time, 0/16 (lectures per period / seminars per period)
Type of study: usual
Form of teaching: lecture, seminar
Mode of completion and credits: Exam (6 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 strategic 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: Concentrated lectures in the beginning of semester and simulation of marketing strategy in automotive industry using StratSim afterwards.
Part-time students: Self study before the beginning of simulation. Simulation of marketing strategy in automotive industry using StratSim.
Course content:
1.Principles of Strategic Marketing Management, Holistic Marketing (allowance 1/1)
2.Typology of Business Strategies (allowance 1/1)
3.External Marketing Situational Analysis, Analysis Application, Data Evaluation (allowance 1/1)
4.Internal Marketing Situational Analysis, SWOT Analysis, TOWS Matrix, Portfolio Analysis (allowance 1/1)
5.Strategy Selection, Determination of Mission, Vision, Goals, Specific Marketing Goals, Modeling (allowance 1/1)
6.Standard Approaches to Planning, Creating Strategic Plans (allowance 1/1)
7.Medium-term, Short-term Detailed Planning (allowance 1/1)
8.Decision Making on the Marketing Strategy for the Product Portfolio (allowance 1/1)
9.Decision Making on the Marketing Strategy in the Field of Prices (allowance 1/1)
10.Decision Making on the Marketing Strategy in the Field of Distribution (allowance 1/1)
11.Decision Making on the Marketing Strategy in the Field of Communication (allowance 1/1)
12.Control and Evaluation, Deviations Identifying, Strategy Modification (allowance 1/1)
Learning outcomes and competences:
After completing the course, student:
-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 attendanceCombined form
Direct teaching
     Attendance of lectures16 h0 h
     Attendance of courses/seminars/tutorials32 h16 h
     Course reading and ongoing preparation20 h38 h
     Ongoing evaluation20 h38 h
     Composing of presentation4 h0 h
     Preparation for final test48 h48 h
Total140 h140 h
Assessment methods:
Requirement typeDaily attendanceCombined form
Active lecture/seminar/workshop/tutorial participation16 %16 %
Term paper30 %30 %
Mid-term test(s)10 %10 %
Final test44 %44 %
Total100 %100 %
Course completion:
Students are supposed to:
- pass the entry test for StratSim (quiz based on manual), max.10 points, min.7 points
- fully participate in simulation as precondition for course grade, 6 points,
- participation in Beyond Horizons: Technology and Business World in 21st Century Conference 2019, 10 points
- draft Strategic Outlook, max. 10 points, min. 5 points
- present Final Report (strategies used in their company when simulation is finished), max. 20 points, min. 10 points
- pass the final test, max. 44 points, min. 24 points

Bonus points will be added to the result of the final test according to 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

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:
The simulation is the same as for full-time study. Pre-simulation preparation is for part-time study very important. See the document server in the AIS for all necessary materials and instructions (Part-time study guide, modul guides, supplementary materials etc.).
Evaluation is the same as for full-time study.
Reading list:
Language of instruction: Czech
JAKUBÍKOVÁ, D. Strategický marketing.: Strategie a trendy - 2., rozšířené vydání. 2nd ed. Praha: GRADA, 2013. ISBN 978-80-247-4670-8.
TOMEK, G. -- VÁVROVÁ, V. Marketing od myšlenky k realizaci.: 3., aktualizované a doplněné vydání. 3rd ed. Praha: Profesional Publishing, 2011. ISBN 978-80-7431-042-3.
Language of instruction: English
MULLINS, J W. -- WALKER, O C. Marketing management: a strategic decision-making approach. New York: McGraw-Hill, 2013. 547 p. ISBN 978-0-07-132637-7.
KERIN, R A. -- PETERSON, R A. Strategic Marketing Problems.: Cases and Comments. Boston: Pearson Education Limited, 2013. ISBN 978-0-273-76894-4.

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.
KNIGHT, P. Vysoce efektivní marketingový plán.: 15 kroků k úspěchu v podnikání. 1st ed. Praha: GRADA, 2007. ISBN 978-80-247-1999-3.

Study plans:
N-EMCZ Economics and Management, part-time form, initial academic year SS 2018/2019
N-EMCZ Economics and Management, full-time form, initial academic year SS 2018/2019
N-EMEN Economics and Management, full-time form, initial academic year SS 2018/2019
N-EMCZ Economics and Management, part-time form, initial academic year WS 2019/2020
N-EMCZ Economics and Management, full-time form, initial academic year WS 2019/2020
N-EMEN Economics and Management, full-time form, initial academic year WS 2019/2020
Run in the period of: SS 2018/2019, WS 2018/2019, SS 2017/2018, WS 2017/2018, SS 2016/2017, WS 2016/2017   (and older)
Course tutor: Ing. Martina Beránek, Ph.D. (examiner, instructor, lecturer, supervisor)
Teaching language: Czech, English
Room: Mladá Boleslav, Praha

Last modification made by Ing. Lucie Bydžovská on 09/02/2019.

Type of output: