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Lecturer(s)
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Kotíková Halina, Ing. Ph.D.
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Course content
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- The basics of strategic marketing, strategies, types of strategies. - Marketing strategy and its structure. - Introduction to the basics of simulation, presenting the market, competing businesses, products and conditions for an outgoing (exit) market. - A trial round. - Particular rounds of computer simulation 1-8. According to the guidance of the teacher, the students work and make marketing decisions in the virtual world. - A final presentation of the results of the individual teams. - A final evaluation of the work of the teams by the teacher.
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Learning activities and teaching methods
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Lecture, Activating (Simulations, Games, Dramatization)
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Learning outcomes
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This course acquaints students with various kinds of marketing strategy. In addition to theoretical information from the area of strategic marketing, the students are also given the chance to, by means of active participation in a strategic computer game, try out particular strategic decisions and the implementation of marketing strategies.
Upon completing this course, the student will be able to: - apply individual elements of the marketing mix, - make decisions within the framework of financial limitations, - analyze the competitive environment, - work with the results of marketing research and analysis, - be part of a team decision and defend one´s personal decisions in front of the team and push such decisions through, - master basic English terminology in the area of marketing.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Student performance, Final Report, Written exam
- Final presentation - Active participation in decision making in a problem solving team - Active presentation of results - Final written test (open-ended questions) The students are evaluated according to the results of a computer simulation game. For successful completion of the course the students must reach minimum Stock price index of 1000.
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Recommended literature
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