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Business Strategy

* Exchange students do not have to consider this information when selecting suitable courses for an exchange stay.

Course Unit Code116-0335/03
Number of ECTS Credits Allocated5 ECTS credits
Type of Course Unit *Compulsory
Level of Course Unit *Second Cycle
Year of Study *Second Year
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionCzech
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
SVA213Ing. Bc. Lenka Švajdová, Ph.D.
URM003Ing. Jaroslav Urminský, Ph.D.
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.
Learning Outcomes of the Course Unit
1. To categorize the types of business strategies
2. To formulate the business strategie
3. To assess the efficiency of business strategy
4. To specify the performance of sales forces
5. To build the motivation plan for sales forces
Course Contents
1.The fundamentals, importance and role of the strategies for the company.
2.The typology of strategies, the alternatives of strategic approaches.
3.The role of business strategies in the hierarchy of the corporate strategies.
4.The process of the business strategy design.
5.The strategic approaches during the company life cycle.
6.The analyses for the strategic decision making.
7.Functional strategies, their role and different approaches.
8.Strategic management of the distribution process, selection of the distribution system and its evaluation.
9.Cooperation strategies. The role of ECR in ensuring the competitiveness of the companies.
10.Category management.
11.Specific sales systems – direct selling strategy, franchising strategies.
12.Strategies and tactics of the manufacturer on the B2C market.
13.The specifics of the strategy in the family businesses.
14.The examples of the strategic approaches of selected companies from the market.
Recommended or Required Reading
Required Reading:
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.
ADÁMEK Pavel a MEIXNEROVÁ, Lucie. Business modelování: Jak na business modely v digitálním prostředí. Praha: Grada, 2022. ISBN 978-80-271-3356-7.
JESENSKÝ, Daniel et al. Marketingová komunikace v místě prodeje. 2. vyd. Praha: Grada, 2020. ISBN 978-80-271-1867-0.
JOBBER, David; LANCASTER, Geoffrey and LE MEUNIER-FITZHUGH, Kenneth. Selling and Sales Management. London: Pearson, 2019. ISBN: 978-1292-20502-1.
Recommended Reading:
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.
CASTALDO, Sandro; GROSSO, Monica and PREMAZZI, Katia. Retail and Channel Marketing. 2nd ed. Cheltenham: Edward Elgar Publishing, 2020. ISBN 978 1 78990 366 9.
JAKUBÍKOVÁ, Dagmar a JANEČEK, Petr. Strategický marketing. Strategie a trendy. 3. přeprac. a rozšíř. vyd. Praha: Grada, 2023. ISBN 978-80-271-3722-0.
LEVY, Michael; WEITZ, Barton and GREWAL, Dhruy. Retailing Management. New York: McGraw-Hill, 2019. ISBN 978-1-260-08476-4.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Task TitleTask TypeMaximum Number of Points
(Act. for Subtasks)
Minimum Number of Points for Task Passing
Graded creditGraded credit100 (100)51
        Aktivity na cvičeníOther task type40 21
        Zápočtový testWritten test60 30