115-0561/02 – Strategic Management (SM)

Gurantor departmentDepartment of ManagementCredits4
Subject guarantordoc. Ing. Petra Horváthová, Ph.D.Subject version guarantorIng. Marcela Papalová, Ph.D.
Study levelundergraduate or graduate
Study languageEnglish
Year of introduction2014/2015Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAP30 Ing. Marcela Papalová, Ph.D.
ZEL089 Ing. Kateřina Stanovská, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Examination 2+0

Subject aims expressed by acquired skills and competences

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.

Teaching methods



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.

Compulsory literature:

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.

Recommended literature:

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.

Way of continuous check of knowledge in the course of semester

project written exam


Other requirements

Knowledge management.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

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

Conditions for subject completion

Full-time form (validity from: 2016/2017 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Examination Examination 100 (100) 51
        Project Semestral project 50  26
        Written examination Written examination 50  30
Mandatory attendence parzicipation: 80%

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner
Incoming students - master study 2020/2021 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - master study 2019/2020 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming students - master study 2018/2019 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2017/2018 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2016/2017 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2015/2016 Full-time English Choice-compulsory 163 - International Office stu. block
Incoming Students 2014/2015 Full-time Czech Choice-compulsory 163 - International Office stu. block