Business Semester The course starts on the 18th of October


CNTGS Business Semester is a one-term by-weekly study and training program which covers the entire span of marketing process in the context of contemporary practice, theory and trends. It is taught by season marketing and communication experts Josef Havelka, Míla Knepr and Tomáš Hrivnák (all CNTGS CZ/SK) and guests. The course is tailored to needs and aspirations of middle- to top-level marketing executives, communication professionals and media professionals. The course participation requires supplementary reading of recommended books and materials. An advanced understanding of English language is a must.

The course starts on the 18th of October, 2019 and is taught in Prague on the premises of Contagious CZ/SK, Náměstí Kinských 3, Praha 5.

Formát Seminář, 4 hodiny (dopoledne)
Frekvence Jednou za 14 dní
Počet účastníků 7 - 10 (7 min.)
Cena 50 000 Kč/osoba (bez DPH) - Early bird 40 000 Kč (bez DPH)
Místo CNTGS, Nám. Kinských
Přednášející Josef Havelka, Tomáš Hrivnák, Míla Knepr, David Navrátil (ČS), Ladislav Trpák (ex ZOOT), Milan Formánek (Red Bull) , Tomáš Pflanzer (Kantar), Jaroslav Cír (Perfect Crowd) apod.
Profil účastníka Marketing Manager, Brand Manager, Account Manager, Digital Marketing Manager
Jazyk Angličtina (minimálně schopnost číst text)

Teaching method 

The main method is the “participants centered learning” approach and consist of Harvard Business School case studies, discussions, video material, lectures and practical group exercises. The course participation requires supplementary reading of recommended books and materials. An advanced understanding of English language is a must.

The Benefits and Key Take-Outs: 

1. The participant should receive a more holistic perspective on business, marketing and communication in general.

2. The course should enhance participants business acumen and stimulate him/her for further development.

3. A better understanding of the underlying marketing theory as well as the discussions of practical examples should enable the participant to develop better solutions in her or his day to day assignments and thus create more value for the organization.

4. The application of the “Participants centered learning method” challenges the participants to develop qualitative and quantitative analytical skills as well as the ability to verbalize his or her position in front of others, backing it up by a rationale and to be able to defend the position in a discussion

5. Through the usage of the HBS cases and background material the participants will have to take a proactive role arriving prepared instead of being only a passive recipient of lectures

6. Last but not least due to the origin (Harvard Business School) of the used materials the participants will improve their English language skills.


1) Business Strategy: What is it and why do you need it
2) Segmentation, Targeting, Positioning: Beyond the basics
3) Customer Behavior: Inside a customer’s head
4) Branding: The “why” of your business
5) Marketing Communication: The old, the new & the obvious
6) Price Management: Cheaper is not a strategy
7) Channel Management: Omnichannel & other fairy tales
8) Customer Acquisition & Retention: The loyalty myth

Business Strategy:
What is it and why do you need it 

Learning objectives:

  • To familiarize the participants with the key concepts and language of corporate strategy
  • Develop an understanding for different strategies such as low cost competitor, differentiation and dual advantage leadership
  • Introduce the concept of strategic fit and sustainable competitive advantage
  • Discuss concepts such as Capabilities driven strategy / Blue Ocean Strategy / Business Model Canvas etc
Reading Material:

HBS Note: Learning by the case method
HBS Note: What is strategy, Michael Porter
Case: Easy jet: The Web’s favorite airline

Segmentation, Targeting, Positioning:
Beyond the basics 

Learning objectives:

  • To deliver an overview of the three strategic marketing activities: Segmentation, Targeting and Positioning
  • introducing the “Modern Mass Marketing” concept developed by Byron Sharp
  • Sharpening the occasional blurry amongst those different POV
  • Develop understanding for their underlying theoretical concepts and implications for creative brief
Reading Material:

HBS Note: Market segmentation, Target market selection and positioning
Case: Disruptive Positioning: Swatch, Moon
Byron Sharp: TBD

Customer Behavior:
Inside a customer’s head 

Learning objectives:

  • To introduce participants to the recent theories of Behavioral economics as well as
  • Decision making theories
  • Investigating the different biases and their influence on decision making process
  • Introduce the different theories on “How does advertising work?”
  • Develop an understanding of the implications of different “working” concepts for creating communications
Reading Material:

D. Kahneman, TBD
D. Ariely, TBD
B. Sharp, TBD
D.Heath, TBD

The “why” of your business 

Learning objectives:

  • Developing a wide range perspective on the role, creation, extension and rejuvenation of brands
  • Create an understanding of the key components of brands and the branding process
  • Differentiation versus distinctiveness
  • Visiting several classical Brand building models
  • Introducing newer concepts such as Cultural Branding, Purpose driven branding
Reading Material:

Douglas Holt: Iconic Branding
Romanuik, Jenni, Byron Sharp and Andrew Ehrenberg (2007), "Evidence concerning the importance of perceived brand differentiation," Australasian Marketing Journal, Vol.15 (2), pages 42-54.

Marketing Communication:
The old, the new & the obvious 

Learning objectives:

  • Medium is (once again) the message: How to navigate the universe of the vastly transformed and dynamic media options of today
  • What is a realistic role of marketing communication? Communication strategy revisited
  • The “storied customer” and how not to overdo it
Reading Material:


Price Management:
Cheaper is not a strategy 

Learning objectives:

  • To familiarise the participants with the basic principles of pricing, including value pricing, price sensitivity, price discrimination etc.
  • Develop an understanding for different pricing strategies and their impact on the market
  • Price perception and shopping decisions
  • Price perception and the role of Branding
Reading Material:


Channel Management:
Omnichannel & other fairy tales 

Learning objectives:

  • Gain understanding of the key distribution concepts and their economics
  • Investigating the difference between Multichannel and Omnichannel type of organizations
  • To gain understanding of the key aspects of channel design in dynamic market context
  • Developing a concept for a methodical analysis of channels
  • Innovation in Distribution models
Reading Material:


Customer Acquisition & Retention:
The loyalty myth 

Learning objectives:

  • Exploration of issues such as customer lifetime value, acquisition, retention and churn
  • Developing an understanding for the economics of acquisition and retention
  • Gaining an understanding of the relationship between customer behavior and profitability
  • Understanding the correct role of Brands in the Loyalty concept
Reading Material:



Chci se stát účastníkem Contagious Business Semestru a zlepšit svůj marketingový handicap.