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Business Strategy

Business Strategy
116-0335/01
čeština Business Strategy
116-0335/02
čeština Business Strategy
116-0335/03
čeština

Summary

The course is focused on business strategy definition in the hierarchy of the corporate strategies. The process of strategy forming is accentuated. Several methods of business environment analysis and evaluation of different strategies are discussed. The attention on selected functional strategies is focused, especially on purchase, distribution and sales strategies. Progressive strategic approaches and alternative ways of strategic development are emphasized.

Literature

CASTALDO, S., M. GROSSO and K. PREMAZZI. Retail and Channel Marketing. 2nd ed. Cheltenham: Edward Elgar Publishing, 2020. 272 p. ISBN 978-1789903676 .
CASTLEBERRY, Stephen and John TANNER. Selling: Building Partnerships. 9th ed. Columbus: McGraw-Hill, 2014. 576 p. ISBN 978-0077861001 .
RABNER, Doris. Strategic Retail Management and Brand Management: Trends, Tactics and Examples. Berlin/Boston: Walter de Gruyter, 2021. ISBN 9783110543834 .

Advised literature

AMIT, Raphael and Christoph TOTT. Business Model Innovation Strategy. Toronto: John Wiley and Sons Inc, 2020. 368 p. ISBN 278141965.
BERGER-GCADLE, James et al. Business Analysis Techniques. 123 Esential Tools for Success. 3th ed. London: BSC Learning & Development Limited, 2021. 388 p. ISBN 1780175698 .
HÜBNER, Alexander. Retail Category Management. Decision Support Systems for Assortment, Shelf Space, Inventory and Price Planning. Berlin: Springer Verlag, 2011. 153 s. ISBN 978-3-642-22476-8 .


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Language of instruction čeština, čeština, čeština
Code 116-0335
Abbreviation OS
Course title Business Strategy
Coordinating department Department of Marketing and Business
Course coordinator Ing. Jaroslav Urminský, Ph.D.