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ECTS Course Overview

Strategic Management

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

Course Unit Code115-0561/02
Number of ECTS Credits Allocated4 ECTS credits
Type of Course Unit *Choice-compulsory
Level of Course Unit *First Cycle, Second Cycle
Year of Study *
Semester when the Course Unit is deliveredWinter Semester
Mode of DeliveryFace-to-face
Language of InstructionEnglish
Prerequisites and Co-Requisites Course succeeds to compulsory courses of previous semester
Name of Lecturer(s)Personal IDName
PAP30Ing. Marcela Papalová, Ph.D.
ZEL089Ing. Kateřina Stanovská, Ph.D.
The aim of the course is to to introduce students with the basic concepts and principles of strategic management. Students are encouraged to learn the principles and use of strategic thinking. With the help of case studies, based on business practice, applied methods of strategic analysis and assess the status and trends of the external and internal environment of the organization. Students should understand not only the need to identify competitive advantages in the organization, but also the importance of complying development organization with the development of the business environment. These findings provide the basis for understanding the various types of content strategy and principles of strategic decision-making. After completing the course, students should be able to think through each part of the strategy implementation, to assess the risks and set up a system of strategic control.
Learning Outcomes of the Course Unit
1. Define the basic concepts of strategic management with a simultaneous application of the principles of strategic thinking.
2. Determine the mission of the organization, formulate the mission, vision, goals and philosophy of the organization.
3. Apply the methods of strategic analysis to describe and evaluate the external and internal environment of an organization.
4. Predict the future evolution of the business environment with the formulation and evaluation for the implementation of appropriate strategic alternatives.
Course Contents
1.Introduction to strategic management
- The basic terms
- Models of process strategic management
2.Principals of strategic management, mission, vision and goal
- Create mission and vision
- Define goals of company, structure of goals
3.Strategic analysis of external environment
- PEST analysis, 4C analysis
- Factors of branch
- Porter analysis, Competitor analysis, GAP analysis, Analysis of the life cycle of the branch, GAP analysis, Benchmarking.
4.Strategic analysis of internal environment
- Method of strategic advantage profile, matrix BCG, McKinsey 7-S Model, SPACE Analysis
5.Financial analysis and financial planning within company strategy
- Financial statements
- Vertical and horizontal analysis
- Ratio analysis
6.Forecasting and method of forecasting
- Mathematic and statistic method and heuristic methods
- Brainwriting, Brainstorming, Methods of Scenario, Benchmarking, Delphi Method
7.Typology of strategies
- Corporate Strategy, Strategy of Business Units, Operational Strategy, Process Strategy
- Porter’s strategy, Matrix of Ansoff, Meffert’s strategy, Blue and Red ocean strategy
- Criteria to determine the optimal strategic choice
8.Implement strategy
- Principals of implementation
- Types of implementation
9.Strategic control
- Balanced Scorecard
10.Risk and crisis in strategic management
- Structure of risk and crisis
- Methods of risk elimination
11.Importance of innovation in strategic management
Recommended or Required Reading
Required Reading:
DAVID, Fred r., Forest R. DAVID a Meredith E. DAVID. Strategic Management: A Competitive Advantage Approach, Concepts and Cases. 17th ed. New York: Person, 2020. 704 s. ISBN-13 978- 013-56-3714-2.
DESS, Gregory, McNAMARA, Alan EISNER a Seung-Hyun LEE. Strategic Management Text And Cases Paperback – International Edition. New York: McGraw-Hill Education, 2020. 500 s. ISBN-13 978-1-2605-7525-5.
THOMPSON, John, Jonathan M. SCOTT a Frank MARTIN. Strategic management: awareness and change. 9th ed. London: Cengage Learning, 2019. 720 s. ISBN 978-1473767423.
LYNCH, Richard. Strategic Management. London: Sage Publication, 2021. 768 s. ISBN 978-1-5297-5825-2.
MACKAY, David, AREVUO Mikko and Maureen MEADOWS. Strategy: Theory, Practice, Implementation. Oxford: Oxford University Press, 2023. 696 s. ISBN 978-019-284-539-9.
ROTHAERMEL, Frank T. ISE Strategic Management: Concepts 5th ed. New York: McGraw-Hill Education, 2021. 594 s. ISBN 978-1-2605-7123-3.
Recommended Reading:
ALTENRIED, Moritz. The Digital Factory. The Human Labor of Automation. Chicago: The University of Chicago Press, 2022. 216 s. ISBN 978-022-681-549-7.
HACLEY, Chris. Qualitative Research in Marketing and Management. 2nd ed. Abingdon: Routledge, 2020. 266 s. ISBN 978-1-138-33221-8.
SOUCHON, Lennart. Strategy in the 21st Century. The Continuing Relevance of Carl von Clausewitz. Hanover: Springer, 2020. 242 s. ISBN 978-3-030-46027-3.
HENRY Anthony E. Understanding Strategic Management, 4th ed. Oxford: Oxford University Press, 2021. 408 s. ISBN 978-019-885-983-3.
ROTHAERMEL, Frank T. ISE Strategic Management: Concepts 5th ed. New York: McGraw-Hill Education, 2021. 594 s. ISBN 978-1-2605-7123-3.
TATSUMOTO, Hirofumi. Platform Strategy for Global Markets. Strategic Use of Open Standards and Management of Business Ecosystems. Singapore: Springer, 2021. 344 s. ISBN 978-981-33-6788-3.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Tasks are not Defined