N_PH_ATP_k Market and Demand Analysis/Go-to-go Market Strategy

NEWTON University
winter 2026
Extent and Intensity
0/0. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Ing. Ondřej Kocian (lecturer)
Margareta Křížová, MBA (seminar tutor)
Guaranteed by
Mgr. František Müller, MBA
Centre for Economics and Data Analytics – Academic Department – NEWTON University
Timetable of Seminar Groups
N_PH_ATP_k/01: Sat 7. 11. 8:45–11:55 PH Učebna 03, Sat 21. 11. 13:00–17:50 PH Učebna 09, M. Křížová
Prerequisites (in Czech)
(!N_BA_ATP_p Market and Demand Analysis/Go-to-go Market Strategy) && (!N_BA_ATP_k Market and Demand Analysis/Go-to-go Market Strategy) && (!N_BR_ATP_p Market and Demand Analysis/Go-to-go Market Strategy) && (!N_BR_ATP_k Market and Demand Analysis/Go-to-go Market Strategy) && (!N_PH_ATP_p Market and Demand Analysis/Go-to-go Market Strategy) && (!N_PH_ATP_k Market and Demand Analysis/Go-to-go Market Strategy)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
This course will introduce you to all the key areas necessary for successfully launching or growing a business. You’ll gain a basic managerial overview of strategic areas within a company. You’ll learn to identify and analyze the key factors influencing individual markets and industries. You’ll learn how to analyze “demand”—that is, your target customer group—and how to differentiate yourself from the competition. You’ll become familiar with the “Go-to-Market” strategy and its components, such as pricing and marketing strategies. You’ll learn how tools such as the “sales funnel,” “minimum viable product,” and others are used in practice. You’ll learn how to put together your financial plan and how to build, motivate, and lead successful teams.
Syllabus
  • Introduction to the Course, Definition of Basic Concepts
  • Market Analysis – Key Factors Influencing the Market and Their Implications for Business Decision-Making
  • Industry Analysis – Factors Influencing a Given Industry, Various Forms of Industry Structure, Industry Life Cycle
  • Demand Analysis – Target Customer Group, Ideal Customer Profile, Unique Selling Proposition
  • Go-to-Market Strategy – the individual components of a GTM strategy and their significance for entrepreneurs
  • Pricing Strategy – price sensitivity, price elasticity, value proposition models
  • Marketing Strategy – its components and how to develop a marketing plan
  • Communication Strategy – tools and forms of communication strategy and when to choose which one
  • Sales Channel Strategy – how to make decisions based on the type and stage of your business
  • Sales Funnel + Minimum Viable Product – practical applications of these tools for companies and entrepreneurs
  • Financial Plan – defining the basic elements and tools of financial planning and how to work with them
  • Team – team building, team leadership, team motivation; how to handle unexpected or crisis situations; how to provide feedback
Literature
  • RORY, Sutherland. Alchymie: Kouzlo značky a podivuhodná věda úspěchu marketingových nápadů, které nedávají smysl. Jan Melvil Publishing, 2021. ISBN 978-80-7555-135-1. Dostupné také z: https://www.bookport.cz/kniha/alchymie-7868/.
  • TAHAL, Radek. Marketingový výzkum: postupy, metody, trendy. 2. vydání. Expert. Praha: Grada Publishing, 2022. ISBN 978-80-271-3535-6.
  • HAGUE, Paul N. Průzkum trhu: příprava, výběr vhodných metod, provedení, interpretace získaných údajů. Praxe manažera. Praha: Computer Press, 2003. ISBN 80-7226-917-8.
Assessment methods
Submission and Defense of the Semester Project
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, summer 2025, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/N_PH_ATP_k