115-9514/01 – Economy and Management (EAMAJ)

Gurantor departmentDepartment of ManagementCredits10
Subject guarantordoc. Ing. Petra Horváthová, Ph.D., MBASubject version guarantordoc. Ing. Petra Horváthová, Ph.D., MBA
Study levelpostgraduateRequirementCompulsory
YearSemesterwinter + summer
Study languageEnglish
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesDoctoral
Instruction secured by
LoginNameTuitorTeacher giving lectures
CUL33 doc. Ing. Miroslav Čulík, Ph.D.
HAS70 doc. Ing. Petra Horváthová, Ph.D., MBA
MAC40 doc. Ing. Pavla Macurová, CSc.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Examination 28+0
Part-time Examination 28+0

Subject aims expressed by acquired skills and competences

1. To describe the individual steps of the strategic company management cycle. 2. To clarify the nature and process of the company risk management. 3. To define the work motivation and satisfaction and methods of measuring them. 4. To characterize the human resource management and individual personnel activities. 5. To describe current trends in management. 6. To characterize the internal and the external analysis of the marketing environment. 7. To describe the types and creation of marketing programs. 8. To define the evaluation of corporate financial performance. 9. To characterize investment decisions making (basic investment criteria) and describe sensitivity analysis.

Teaching methods

Individual consultations


The specialized subject Economy and management is a profiled and cross-sectional subject of the Economy and management study branch. The examination is focused on the knowledge required for successful completion of the doctoral thesis (DPP). The goal of this subject is to acquire and demonstrate knowledge from chosen fields of study and further elaborate and defend a project partly with regard to the future doctoral thesis. Contents of the subject are divided into following thematic fields. A. Economics of business subject B. Management C. Marketing D. Financial management

Compulsory literature:

A. Economics of business subject 1. Strategic company management DAVID, Fred R. Strategic management: concepts and cases. 14th ed. New York: Pearson, 2013. ISBN 978-0-273-76748-0. HITT, Michael A., R. Duane IRELAND a Robert E. HOSKISSON. Strategic management: competitiveness & globalization: concepts. 12th ed. Boston: Cengage Learning, 2017. ISBN 978-1-305-50220-8 PARMENTER, David. Key Performance Indicators: Developing, Implementing, and Using Winning KPIs. 3rd ed. Hoboken: Wiley, 2015. ISBN 978-1-118-92510-2. 2. Company risk management CHAPMAN, Robert J. Simple tools and techniques for enterprise risk management. Chichester: Wiley, 2006. ISBN 0-470-01466-0. FRASER, John a Betty J. SIMKINS, ed. Enterprise risk management. Hoboken: Wiley, 2010. ISBN 978-0-470-49908-5. WATERS, C. D. J. Supply Chain Risk Management: Vulnerability and Resilience in Logistics. London: Kogan Page, 2007. ISBN 978-0-7494-4854-7. B. Management 1. Management GRIFFIN, Ricky W., Jean PHILLIPS a Stanley Morris GULLY. Organizational behavior: managing people and organizations. 12th ed. Boston: Cengage Learning, 2017. ISBN 978-1-305-50139-3. MIKUŠOVÁ, Marie. Crisis management. Ostrava: VŠB-TU Ostrava, 2017. ISBN 978-80-248-4101-4. ROBBINS, Stephen P., Mary K. COULTER a David A. DECENZO. Fundamentals of management. Eleventh edition. Harlow: Pearson, 2020. ISBN 978-1-292-30732-9. 2. Human Resource Management (HRM) ARMSTRONG, Michael a Stephen TAYLOR. Armstrong's handbook of human resource management practice. 15th ed. London: Kogan Page, 2020. ISBN 978-1-78966-103-3. HALL, Bradley W. The new human capital strategy: improving the value of your most important investment - year after year. New York: AMACOM/American Management Association, 2008. ISBN 978-0-8144-0927-5. NORTHOUSE, Peter Guy. Leadership: theory & practice. 8th ed. Los Angeles: SAGE, 2019. ISBN 978-1-5443-3194-2. 3. Trends in Management BERGER, Lance A. a Dorothy R. BERGER. The talent management handbook: creating organizational excellence by identifying, developing, and promoting your best people. New York: McGraw-Hill, 2004. ISBN 0-07-141434-7. KIRTON, Gill a Anne Marie GREENE. The dynamics of managing diversity: a critical approach. 3rd ed. Oxford: Elsevier Butterworth-Heinemann, 2010. ISBN 978-1-85617-812-9. JOHNSON, Meagan a Larry JOHNSON. Generations, Inc.: from boomers to linksters - managing the friction between generations at work. New York: AMACOM/American Management Association, 2010. ISBN 978-0-8144-1573-3. C. Marketing 1. Internal Analysis of Marketing Environment 2. External Analysis of Marketing Environment 3. Formulation of Marketing Programs HOLLENSEN, Svend. Marketing Management: A Relationship Approach. 4th ed. London: Pearson, 2019. 728 p. ISBN 978-1292291444. IACOBUCCI, Dawn. Marketing Management. 5th ed. Mason: Cengage Learning, 2018. 352 p. ISBN 978-1-337-27112-7. KOTLER, Philip et al. Marketing Management: European Edition. London: Pearson, 2019. 840 p. ISBN 978-1292248448. D. Financial management BERK, J. B. & P. M. DEMARZO. Corporate Finance. 4th ed. Harlow: Pearson, 2017 BODIE, Zvi a Robert C. MERTON. Finance. New Jersey: Prentice-Hall, 2003. DLUHOŠOVÁ, Dana, et al. Financial Management and Decision-making of a Company. SAEI, Vol. 28. Ostrava: VSB-TU Ostrava, 2014.

Recommended literature:

A. Economics of business subject 1. Strategic company management COKINS, Gary. Performance management: integrating strategy execution, methodologies, risk, and analytics. Hoboken: Wiley, 2009. ISBN 978-0-470-44998-1. IRELAND, R. Duane, Robert E. HOSKISSON a Michael A. HITT. The management of strategy: concepts. 9th ed. South-Western Cengage Learning, 2011. ISBN 978-0-538-75321-0. KURATKO, Donald F. Entrepreneurship: theory, process, practice. 10th ed. Boston: Cengage Learning, 2017. ISBN 978-1-305-57624-7. 2. Company risk management KURATKO, Donald F. Entrepreneurship: theory, process, practice. 10 ed. Boston: Cengage Learning, 2017. ISBN 978-1-305-57624-7. LAM, James. Implementing enterprise risk management: from methods to applications. Hoboken: Wiley, 2017. ISBN 978-0-471-74519-8. MERNA, Tony a Faisal F. AL-THANI. Corporate risk management. 2nd ed. Chichester: Wiley, 2008. ISBN 978-0-470-51833-5. B. Management 1. Management LUSSIER, Robert N. Management fundamentals: concepts, applications, and skill development. 8th ed. Los Angeles: Sage, 2019. ISBN 978-1-5443-3133-1. MULLINS, Laurie J. Management and organisational behaviour. 8th ed. Harlow: Financial Times Prentice Hall, 2007. ISBN 978-0-273-70888-9. PHELPS, Regina. Crisis management: how to develop a powerful program. San Franciscko: Chandi Media, 2018. ISBN 978-0-9831143-5-2. 2. Human Resource Management (HRM) HARTOG, Joop a Henriëtte MAASSEN VAN DEN BRINK, ed. Human capital: advances in theory and evidence. Cambridge: Cambridge University Press, 2007. ISBN 978-0-521-87316-1. TORRINGTON, Derek, Laura HALL, Stephen TAYLOR a Carol ATKINSON. Human resource management. 11th ed. Harlow: Pearson, 2020. ISBN 978-1-292-26164-5. YUKL, Gary A. Leadership in organizations. 8th ed. Harlow: Pearson, 2013. ISBN 978-0-273-76566-0. 3. Trends in Management CANNON, James a Rita MCGEE. Talent management and succession planning. London: Chartered Institute of Personnel and Development, 2007. ISBN 978-1-84398-173-2. DELCAMPO, Robert G. Managing the multi-generational workforce: from the GI generation to the millennials. Farnham: Gower, 2011. ISBN 978-1-4094-0388-3. ÖZBILGIN, Mustafa, Ahu TATLI a Karsten JONSEN. Global diversity management: an evidence-based approach. 2nd ed. London: Palgrave, Macmillan Education, 2015. ISBN 978-1-137-33435-0. C. Marketing 1. Internal Analysis of Marketing Environment 2. External Analysis of Marketing Environment 3. Formulation of Marketing Programs GILLESPIE, Kate and H. David HENNESSEY. Global Marketing. 4th ed. New York: Routledge, 2016. 559 p. ISBN 978-0-7656-4295. CHARAN, Ashok. Marketing Analytics. Singapore: World Scientific, 2015. 696 p. ISBN 978-981-4768575. ISBN 9781292248448. KAUFMAN, I. M, Ch. HORTON and A. ADKINS. Digital Marketing. New York: Routledge, Taylor & Francis Group, 2015. 368 p. ISBN 978-0-415-71675-8. D. Financial management BREALEY, R. A., S. C. MYERS a F. ALLEN. Principles of Corporate Finance. 10th ed. McGraw-Hill, 2010. DAMODARAN, A. Applied Corporate Finance. 3rd ed. New Jersey: J. Wiley, 2010. KANE & A. MARCUS. Investments. 10th ed. USA: McGraw‐Hill/Irwin, 2014. LEVY, W. a T. M. SARNAT, Capital Investment and Financial Decisions. New York: Prentice Hall, 1995. ISBN 978-01-311-5882-5. ROSS, S. A., R. WESTERFIELD a B. D. JORDAN. Fundamentals of Corporate Finance. 11th ed. New York: McGraw-Hill Education, 2016. ZMEŠKAL, Z., M. ČULÍK a T. TICHÝ. Financial decision making under risk: workbook with solutions. 4th ed. Ostrava: VŠB-TU Ostrava, 2013.

Way of continuous check of knowledge in the course of semester

Written work and oral exam.


Other requirements

Written work elaboration. For information about the structure, contents and formal guidelines of the written work please contact the subject guarantor.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

A. Economics of business subject 1. Strategic Company Management • Factors of company competitiveness • Cycle of strategic management • Typology of company strategies • Methods for external and internal strategic analysis (namely PESTLE analysis, Porter analysis of competitive power, analysis of key financial and non-financial performance indicators, benchmarking, EFQM Exellence Model, SWOT analysis) • Balanced Scorecard as a tool for strategy implementation 2. Company Risk Management • Risks, vulnerability, resilience • Kinds of company risks • Characteristics of current entrepreneurial environment from point of view of risks • Risk management process and content of its particular parts • Selected methods for risks identification and analysis (Delfi method, „What if“ method, FMEA, cause and effects analysis, map of risks) • Possible approaches to risks • Measures for mitigation of particular kinds B. Management 1. Management • Motivation and satisfaction at work • Crisis management • Organizational change management • Business ethics and a CSR • Methods and models used in the field of management (operational management model, methods of measuring work motivation and satisfaction, methods for determining an organization's crisis vulnerability-crisis matrix, Lewin's and Kotter's model of organizational change management, methods of implementing ethics into business, ethical audit, methods to support decision making) 2. Human Resource Management (HRM) • Strategic human resource management • Human resource activities • Leadership in organisation • Human capital management • Methods and models used in the field of human resource management (job analysis, identification of fluctuation, stabilization, competencies level measurement methods, Kirkpatrick/Phillips model of learning effectiveness, human capital effectiveness measurement methods, HRM audit, engagament models, engagement level measurement methods, application of ROI in HRM) 3. Trends in Management • Modern organizing (SBU, AMS, strategic alliances, network organisations, virtual organisations, clusters) • Talent management • Diversity and age management • Intergenerational differences in the workplace • Methods and models used in the field of trend of management (cluster model, talent management models, talents identification methods, talent management evaluation methods, four-dimensional model of diversity, diversity audit, work ability house model, work ability index calculation, generational differences model) C. Marketing 1. Internal Analysis of Marketing Environment • Sales analysis • Frequency and contract marketing • Productivity analysis • Profitability analysis • Analytical methods used for internal analysis (ABC analysis, Portfolio analysis, Contribution margin analysis, A. D. Little model) 2. External Analysis of Marketing Environment • Market analysis and segmentation • Market measurement • Competitive analysis • Customer analysis • Analytical methods used for external analysis (Porte analysis of competitive forces, Methods for calculation of absolute and relative market potential, Position maps, Black box model, Buying Phase Model, Conversion model) 3. Formulation of Marketing Programs • Product programs • Distribution programs • Price programs • Communication programs • Methods and models used for formulation of marketing programs (Product life cycle, Methods of brand testing, Methods of packing testing, Conjoint analysis, Dutch test of price sensitivity, Methods of price gaps, Measurement of distribution intensity, Analysis of efficiency of marketing communication – pre test, post test) D. Financial management • Evaluation of Corporate Financial Performance (Financial Statements, Financial Indicators, Formulation, Interpreting) • Costs of Capital (Methods of Determination, Aspects of Risk) • Financial Planning (Understanding, Parts of the Plan, Connectedness) • Working Capital Management (Methods, Indicators) • Corporate Financing (Sources, Forms) and Dividend Policy of a Company • Investment Decision - Making (Basic Investment Criteria) and Sensitivity Analysis • Company and Financial Instruments Valuation (Valuation Methods of Shares, Bonds, Commodities, Derivatives)

Conditions for subject completion

Full-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Examination Examination  
Mandatory attendence parzicipation:

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Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (P0413D050002) Economy and Management P English Ostrava Compulsory study plan
2021/2022 (P0413D050002) Economy and Management K English Ostrava Compulsory study plan
2020/2021 (P0413D050002) Economy and Management K English Ostrava Compulsory study plan
2020/2021 (P0413D050002) Economy and Management P English Ostrava Compulsory study plan

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