116-0335/02 – 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 introduction2016/2017Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher 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 studyWay 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



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

Písemný zápočtový test, ústní obhájení semestrálního projektu


Other requirements

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


Subject has no prerequisities.


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)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit and Examination Credit and Examination 100 (100) 51
        Credit Credit 40  21
        Examination Examination 60  30
Mandatory attendence parzicipation: lecture facultative, presence of tutorial 50 %

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
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 nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner