116-0335/03 – Business Strategy (OS)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantordoc. Ing. Šárka Velčovská, Ph.D.Subject version guarantordoc. Ing. Šárka Velčovská, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageCzech
Year of introduction2020/2021Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
HLU40 Ing. Miluše Hluchníková, CSc.
KRB005 Ing. Petra Klapilová Krbová, Ph.D.
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 Graded credit 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. 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

The knowledge is verified by fulfilment of the written test, student term project on a selected topic and its presentation.


Other requirements

Presentation of the term project, final test examination


Subject has no prerequisities.


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

Full-time form (validity from: 2020/2021 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Graded credit Graded credit 100  51
Mandatory attendence parzicipation: 50 %

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (N0414A050001) Marketing and Business OB P Czech Ostrava 2 Compulsory study plan
2020/2021 (N0414A050001) Marketing and Business OB P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner