116-0335/01 – Business Strategy (OS)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantorIng. Miluše Hluchníková, CSc.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2012/2013Year of cancellation2016/2017
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
HLU40 Ing. Miluše Hluchníková, CSc.
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+2

Subject aims expressed by acquired skills and competences

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

Teaching methods



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.

Compulsory literature:

ČERVENÝ, R., A. HANZELKOVÁ a M. KEŘKOVSKÝ. Korporátní strategie. Krok za krokem. Praha: C. H. Beck, 2016. 203 s. ISBN 978-80-7400-620-3. HANZELKOVÁ, A., M. KEŘKOVSKÝ, M. MATHAUSER a O. VALSA. Business strategie. Praha: C. H. Beck, 2013. 159 s. ISBN 978-80-7400-455-1. JESENSKÝ, Daniel et al. Marketingová komunikace v místě prodeje. Praha: Grada, 2018. 512 s. ISBN 978-80-271-0252-5.

Recommended literature:

CASTLEBERRY, Stephen and John TANNER. Selling: Building Partnerships. 9th ed. Columbus: McGraw-Hill, 2014. 576 p. ISBN 9780077861001. MACHEK, Ondřej. Rodinné firmy. Praha: C. H. Beck, 2017. 160 s. ISBN 978-80-7400-638-8. WALKER, Orville and John MULLINS. Marketing Strategy: A Decision-Focused Approach. 8th ed. Columbus: McGraw-Hill, 2014. 384 p. ISBN 9780078028946.

Way of continuous check of knowledge in the course of semester


Další požadavky na studenta

Knowledge assessment is verified by fulfillment written test during seminar, treatment essay on a selected topic.


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

1. Types of business strategies. 2. Types of distribution systems (direct and indirect, contracting, licence system, VMS). 3. Franchising. 4. Purchasing strategies (material strategy, strategy of inventory management, strategy of CRM, strategy of purchasing IS). 5. Selling strategies. 6. Organizing and managing sales forces. 7. Selling plan and control. 8. Effective leadership of sales forces. 9. Motivation of sales forces. 10. Negotiation and selling tactics. 11. Customer profile – segmentation, targeting, specifying of frequency visits. 12. Examples of successful business strategies.

Conditions for subject completion

Full-time form (validity from: 2012/2013 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85  85
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2015/2016 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2014/2015 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner