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Terminated in academic year 2021/2022

Business Strategy

Type of study Follow-up Master
Language of instruction Czech
Code 116-0335/02
Abbreviation OS
Course title Business Strategy
Credits 5
Coordinating department Department of Marketing and Business
Course coordinator Ing. Miluše Hluchníková, CSc.

Subject syllabus

1.Types of strategies, basic strategical approaches
2.Positioning of business strategies among company strategies
3.The proces of creation of business strategy
4.Specific analysis as a basis for business decision making
5.Purchase strategy and its variations
6.Sales strategies, sales plan
7.Strategical management in the proces of distribution, selection and evaluation of distribution system
8.Franchising as a successful entrepreneurial, distributional and sales system
9.Specific sales systems (network marketing, direct selling)
10.Specific strategical approaches (dynamic strategies, blue ocean…)
11.Examples of successful business strategies

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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