116-0335/01 – Business Strategy (OS)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Jaroslav Urminský, 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:

CASTALDO, S., M. GROSSO and K. PREMAZZI. Retail and Channel Marketing. 2nd ed. Cheltenham: Edward Elgar Publishing, 2020. 272 p. ISBN 978-1789903676. CASTLEBERRY, Stephen and John TANNER. Selling: Building Partnerships. 9th ed. Columbus: McGraw-Hill, 2014. 576 p. ISBN 978-0077861001. RABNER, Doris. Strategic Retail Management and Brand Management: Trends, Tactics and Examples. Berlin/Boston: Walter de Gruyter, 2021. ISBN 9783110543834.

Recommended literature:

AMIT, Raphael and Christoph TOTT. Business Model Innovation Strategy. Toronto: John Wiley and Sons Inc, 2020. 368 p. ISBN 278141965. BERGER-GCADLE, James et al. Business Analysis Techniques. 123 Esential Tools for Success. 3th ed. London: BSC Learning & Development Limited, 2021. 388 p. ISBN 1780175698. HÜBNER, Alexander. Retail Category Management. Decision Support Systems for Assortment, Shelf Space, Inventory and Price Planning. Berlin: Springer Verlag, 2011. 153 s. ISBN 978-3-642-22476-8.

Way of continuous check of knowledge in the course of semester


Other requirements

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 pointsMax. počet pokusů
Exercises evaluation Credit 85  85 2
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.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

Assessment of instruction

2015/2016 Winter
2013/2014 Winter