116-0335/03 – Business Strategy (OS)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| Subject guarantor | Ing. Jaroslav Urminský, Ph.D. | Subject version guarantor | Ing. Jaroslav Urminský, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 2 | Semester | winter |
| | Study language | Czech |
| Year of introduction | 2020/2021 | Year of cancellation | |
| 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
The knowledge is verified by fulfilment of the written test, student term project on a selected topic and its presentation.
E-learning
Other requirements
Presentation of the term project, final test examination
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1.The fundamentals, importance and role of the strategies for the company.
2.The typology of strategies, the alternatives of strategic approaches.
3.The role of business strategies in the hierarchy of the corporate strategies.
4.The process of the business strategy design.
5.The strategic approaches during the company life cycle.
6.The analyses for the strategic decision making.
7.Functional strategies, their role and different approaches.
8.Strategic management of the distribution process, selection of the distribution system and its evaluation.
9.Cooperation strategies. The role of ECR in ensuring the competitiveness of the companies.
10.Category management.
11.Specific sales systems – direct selling strategy, franchising strategies.
12.Strategies and tactics of the manufacturer on the B2C market.
13.The specifics of the strategy in the family businesses.
14.The examples of the strategic approaches of selected companies from the market.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction