116-0335/01 – Business Strategy (OS)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| Subject guarantor | Ing. Jaroslav Urminský, Ph.D. | Subject version guarantor | Ing. Miluše Hluchníková, CSc. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 2 | Semester | winter |
| | Study language | Czech |
| Year of introduction | 2012/2013 | Year of cancellation | 2016/2017 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master |
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
Lectures
Tutorials
Summary
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Knowledge assessment is verified by fulfillment written test during seminar, treatment essay on a selected topic.
Prerequisities
Subject has no prerequisities.
Co-requisities
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction