Weighting: 100 %
Type: Assignment (L. O. 1, 2, 3, 4, 5)
Brief Description: An assignment focused on solving a real life strategic marketing issue in the student’s organisation
Length: max. 3000 words.

1. Strategic marketing management – key concepts, definitions
2. Innovative thinking and marketing strategy
3. Marketing strategy in relation with corporate and business strategy
4. The role and importance of customer perceived value in today’s turbulent economic environment
5. Market research – methods and instruments for marketing strategy evaluation
6. New product development for growth and innovative new product strategy
7. Strategic marketing analysis
8. Contents and formulation of marketing strategy
9. Implementation of the marketing strategy
10. Social media and networks as a key element in understanding of modern trends in customers behaviour

1. Demonstrate a complex understanding of customers’ needs and marketing strategies when fulfilling the customer’s expectations.
Knowledge and understanding

2. Demonstrate an independent learning ability in current trends of marketing models and concepts. Learning

3. Demonstrate the ability to evaluate customer psychology and current marketing research and its application when setting up the marketing strategy.
Analysis

4. Evaluate complex marketing situations and develop marketing strategies fitting local and global needs of the company.
Problem solving

5. Demonstrate the ability to communicate the designed marketing strategy to the specialist and non-specialist audience.
Communication

Students will engage in direct teaching sessions / lectures and following structured learning.

Following the lectures and prior to completing assessment students will engage with guided learning which will consolidate all new knowledge and understanding.

Independent learning strategies will include electronic consultations, electronic discussion groups and if asked for - personal consultations / advice with lecture team members.

• Access to online SU library, E-brary, Beck online
• Students have course handbook and learning package at their disposal

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

• Kerkovsky, M., Vykypel, O.,: Strategic management. Theory for praxes. C. H. Beck, Praha, ISBN 80-7179-453-8, 2006,
(to be translated)
• Hanzelková, A. ,Kerkovský,M., Odehnalová,D., Vykypel,O..: Strategic marketing for praxes, C.H.Beck, Praha, 2014,
(to be translated)
• Peter Doyle And Philip Stern: Marketing Management and Strategy (4th edition), Pearson Education 2006, ISBN: 1405871806; 9781405871808
• Colin Gilligan And Richard M.S. Wilson: Strategic Marketing Planning, Taylor & Francis Ltd 2003, ISBN: 0080481140; 9780080481142
(or the most current versions of the texts)