116-0335/02 – Business Strategy (OS)

Gurantor department	Department of Marketing and Business	Credits	5
Subject guarantor	doc. Ing. Šárka Velčovská, 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	2016/2017	Year of cancellation	2021/2022
Intended for the faculties	EKF	Intended for study types	Follow-up Master

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
HLU40	Ing. Miluše Hluchníková, CSc.
LOS0006	RNDr. Jiří Lošťák, Ph.D.
VEL21	doc. Ing. Šárka Velčovská, Ph.D.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Full-time	Credit and Examination	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

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:

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

Písemný zápočtový test, ústní obhájení semestrálního projektu

E-learning

Other requirements

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

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1.Types of strategies, basic strategical approaches 2.Positioning of business strategies among company strategies 3.The proces of creation of business strategy 4.Specific analysis as a basis for business decision making 5.Purchase strategy and its variations 6.Sales strategies, sales plan 7.Strategical management in the proces of distribution, selection and evaluation of distribution system 8.Franchising as a successful entrepreneurial, distributional and sales system 9.Specific sales systems (network marketing, direct selling) 10.Specific strategical approaches (dynamic strategies, blue ocean…) 11.Examples of successful business strategies

Conditions for subject completion

Full-time form (validity from: 2016/2017 Winter semester, validity until: 2021/2022 Summer semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Credit and Examination	Credit and Examination	100 (100)	51
Credit	Credit	40	21
Examination	Examination	60	30	3

Mandatory attendence participation: lecture facultative, presence of tutorial 50 %

Show history

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

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Occurrence in study plans

Academic year	Programme	Branch/spec.	Form	Study language	Tut. centre	Year	Type of duty
2021/2022	(N6208) Economics and Management	(6208T062) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan
2020/2021	(N6208) Economics and Management	(6208T062) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan
2019/2020	(N6208) Economics and Management	(6208T062) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan
2018/2019	(N6208) Economics and Management	(6208T062) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan
2017/2018	(N6208) Economics and Management	(6208T062) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan
2016/2017	(N6208) Economics and Management	(6208T062) Marketing and Business	P	Czech	Ostrava	2	Compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction