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
Year2Semesterwinter
Study languageCzech
Year of introduction2016/2017Year of cancellation2021/2022
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

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:

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. JESENSKÝ, Daniel et al. Marketingová komunikace v místě prodeje. 2. vyd. Praha: Grada, 2020. 512 s. ISBN 978-80-271-1867-0. MATUSIKOVÁ, Lucja et al. Strategický management. Ostrava: VŠB-TUO, 2017. 226 s. ISBN 978-80-248-4038-3.

Recommended literature:

CASTLEBERRY, Stephen and John TANNER. Selling: Building Partnerships. 9th ed. Columbus: McGraw-Hill, 2014. 576 p. ISBN 978-0077861001. CASTALDO, S., M. GROSSO and K. PREMAZZI. Retail and Channel Marketing. 2nd ed. Cheltenham: Edward Elgar Publishing, 2020. 272 p. ISBN 978-1789903676. CTIBOR, Jiří a Iva HORÁČKOVÁ. Franchising. Praha: Wolters Kluwer, 2017. 184 s. ISBN 978-80-7552-661-8.

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 nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. 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:

Show history

Occurrence in study plans

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

Assessment of instruction



2020/2021 Winter
2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter