116-0335/03 – Business Strategy (OS)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Jaroslav Urminský, Ph.D.Subject version guarantorIng. Jaroslav Urminský, 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.
LOS0006 RNDr. Jiří Lošťák, Ph.D.
URM003 Ing. Jaroslav Urminský, 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:

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

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 pointsMax. počet pokusů
Graded credit Graded credit 100 (100) 51 3
        Aktivity na cvičení Other task type 40  21 3
        Zápočtový test Written test 60  30 3
Mandatory attendence participation: 50 %

Show history

Conditions for subject completion and attendance at the exercises within ISP: • to get min. 21 points (max. 40) for processing tasks and seminar work • presentation of the seminar work • to get min. 30 points (max. 60 points) for the test • attendance at the seminars is optional (outside the seminar work Presentation)

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2024/2025 (N0414A050001) Marketing and Business OB P Czech Ostrava 2 Compulsory study plan
2023/2024 (N0414A050001) Marketing and Business OB P Czech Ostrava 2 Compulsory study plan
2022/2023 (N0414A050001) Marketing and Business OB P Czech Ostrava 2 Compulsory study plan
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

Assessment of instruction

2023/2024 Winter
2022/2023 Winter
2021/2022 Winter