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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.To define basic notions of strategic management area.
2.To adopt and use principles of strategic thinking.
3.To set mission of organization, to formulate messages, visions, targets and philosophy of organization.
4.To apply strategic analysis methods and using it to inscribe and evaluate external and internal environment of organization.
5.To identify competitive advantage of organization.
6.To predict prospective progress of entrepreneurial environment.
7.To formulate parallel strategic alternatives.
8.To evaluate designed strategies and to resolve optimal one.
9.To design and work through the plan of implementation of chosen strategy.
10.To judge risks and effects of implementation of strategy and to evaluate results of strategic check.
Course Contents
Introduce strategic management
- The basic terms
- Models of process strategic management
Principals of strategic management, mission, vision and goal
- Create mission and vision
- Define goals of company, structure of goals
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.
Strategic analysis of internal environment
- Method of strategic advantage profile, matrix BCG, McKinsey 7-S Model, SPACE Analysis
Financial analysis and financial planning within company strategy
- Financial statements
- Vertical and horizontal analysis
- Ratio analysis
Forecasting and method of forecasting
- Mathematic and statistic method and heuristic methods
- Brainwriting, Brainstorming, Methods of Scenario, Benchmarking, Delphi Method
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
Implement strategy
- Principals of implementation
- Types of implementation
Strategic control
- Balanced Scorecard
Risk and crisis in strategic management
- Structure of risk and crisis
- Methods of risk elimination
Importance of innovation in strategic management
Recommended or Required Reading
Required Reading:
GRANT, Robert M. Contemporary strategy analysis: text and cases. 9th ed. Chichester: Wiley, 2016. 776 s. ISBN 9781119120841.
JOHNSON, Gerry, Richard WHITTINGTON a Kevan SCHOLES. Exploring strategy. 11th ed. New York: Pearson, 2017. 828 s. ISBN 978-1292145129.
MINTZBERG, Henry. The strategy process: concepts, contexts, cases. 5th ed. New York: Pearson Education, 2013. 489 s. ISBN 978-027-3716-280.
FOTR, Jiří, Emil VACÍK, Miroslav ŠPAČEK a Ivan SOUČEK. Úspěšná realizace strategie a strategického plánu. Praha: Grada, 2017. 318 s. ISBN 978-80-271-0434-5.
GRANT, Robert M. Contemporary strategy analysis: text and cases. 9th ed. Chichester: Wiley, 2016. 776 s. ISBN 9781119120841.
MATUSIKOVA, Lucja et al. Strategický management. 2. vyd. SOET, vol. 15. Ostrava: VŠB-TU Ostrava, 2017. 246 s. ISBN 978-80-248-4038-3.
Recommended Reading:
BRAGG, Steven M. Financial analysis: a business decision guide. 3rd ed. Centennial: Accounting Tools, 2017. 332 s. ISBN 978-1-938910-96-8.
KOTLER, Philip a Kevin Lane KELLER. Marketing management. 15th ed. Boston: Pearson, 2016. 832 s. ISBN 978-0133856460.
THOMPSON, John, Jonathan M. SCOTT a Frank MARTIN. Strategic management: awareness and change. 7th ed. London: Cengage Learning, 2014. 648 s. ISBN 978-1-4080-6402-3.
HANZELKOVÁ, Alena, Miloslav KEŘKOVSKÝ a Oldřich VYKYPĚL. Strategické řízení: teorie pro praxi. 3. přepracované vydání. Praha: C. H. Beck, 2017. 232 s. ISBN 978-80-7400-637-1.
SOUČEK, Zdeněk. Strategie úspěšného podniku: symbióza kreativity a disciplíny. Praha: C. H. Beck, 2015. 426 s. ISBN 978-80-7400-572-5.
THOMPSON, John, Jonathan M. SCOTT a Frank MARTIN. Strategic management: awareness and change. 7th ed. Andover: Cengage Learning, 2014. 648 s. ISBN 978-1-4080-6402-3.
Planned learning activities and teaching methods
Lectures, Tutorials
Assesment methods and criteria
Tasks are not Defined