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Business Strategy

Business Strategy
116-0535/01
angličtina

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 emphasised, different approaches are also discussed. The role of organisational units is specified, especially in strategic management of business activities in marketing-oriented companies. The attention is focused on selected functional strategies, especially on purchase, distribution and sales strategies. Progressive strategic approaches and alternative ways of strategic development are emphasized.

Literature

CASTLEBERRY, Stephen and TANNER, John. Selling: Building Partnerships. 10th ed. Columbus: McGraw-Hill Education, 2019. 576 p. ISBN 978-1259573200 .
DAUM, Callie. Business Strategy Essentials You Always Wanted To Know. 2nd ed. Broomfield: Vibrant Publishers, 2020. 174 p. ISBN 978-1949395778 .
HOOLEY, Graham. et al. Marketing Strategy and Competitive Positioning.7 ed. London: Pearson Education, 2020. 616 p. ISBN 978-1292276540 .

Advised literature

CAMPBELL, Kunle. E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers. London: Kogan Page, 2023. 336 p. ISBN 978-1398608009 .
HAIR, Joseph. F. et al. Sales Force Management. 2nd ed. New Jersey: Wiley, 2020. 544 p. ISBN: 978-1119702832 .
JANSSON, Hans. International Business Strategy in Complex Markets. 2nd ed. Camberley Surrey: Edward Elgar, 2020. 384 p. ISBN 978-1839101816 .


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Language of instruction angličtina
Code 116-0535
Abbreviation BS
Course title Business Strategy
Coordinating department Department of Marketing and Business
Course coordinator Ing. Jaroslav Urminský, Ph.D.