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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 strategies and their structures. " Formulation of a mission and goals. " Marketing analysis and its components, methods and techniques of marketing analysis. " SWOT analysis. " The identification of targeted groups. " Marketing mix. " An introduction to the basics of simulation, an idea of the marketplace, competing businesses and products and conditions for exiting the marketplace. " A trial round. " Individual rounds of computer simulation 1-10. The students will work under the guidance of a teacher to make marketing decisions in virtual reality. " A final presentation of the results of particular teams. " A final evaluation of the work of the team by the instructor.
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Learning activities and teaching methods
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Dialogic Lecture (Discussion, Dialog, Brainstorming), 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 acquiring theoretical information from the area of strategic marketing, the student will have the chance to, by means of active participation in a strategic computer game, try out specific strategic decisions and the implementation of marketing strategies.
Upon completion of the course, the students will be capable of: " applying individual elements of the marketing mix, " making decisions within the framework of financial limitations, " analyzing the competitive environment, " working with the results of marketing research and analysis, " making decisions as a member of a team, defend one's decisions and convince the other team members to accept them, " mastering basic English terminology from 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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