Course detail

Strategic Management

FSI-HSM-KAcad. year: 2015/2016

Strategic management in the market economy and competitive environment is a crucial aspect of company success. Decision about strategy, if the selected strategy should lead the company to the required target, has to be based on solid strategic analysis. Only on this base, the management can generate possible solutions, choose and implement an optimal variant. Within the process of strategic management, the management of a company considers factors such as available resources, mission and goals, eternal and internal environment of company. Strategy created and understood this way can represent a good basis for ensuring the competitiveness of a company.

Language of instruction

Czech

Number of ECTS credits

5

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Manufacturing Technology (ÚST)

Learning outcomes of the course unit

Students will have a clear idea of strategic management process and principals of strategic thinking. They will be made familiar with analytical tools intended for strategic analysis of external and internal factors. Students will learn the methodology of formulation of strategy based on hierarchical strategy structure - corporate, business, functional and horizontal strategy. Students will also learn the methods applied for selection, realization and evaluation of strategy.

Prerequisites

Students are expected to have basic knowledge of methods used in planning, organizing, stimulation and control. They have to understand basic function of company. Knowledge of basic marketing methods is required.

Co-requisites

Not applicable.

Planned learning activities and teaching methods

The course is taught through lectures explaining the basic principles and theory of the discipline. Exercises are focused on practical topics presented in lectures.

Assesment methods and criteria linked to learning outcomes

Course-unit credit is awarded on the following three conditions - active participation in seminars, solving of case studies and elaboration of a final project. Participation in seminars is required. Three case studies will be solved during the semester. Students solve them in teams on lessons according to the timetable. They will choose one of these case studies and will work it out as a written report. Final project is solved in teams. Project has to be focused on strategic analysis of a company and on proposal of formulation of strategy and its realization. Project will be presented at lesson according to the timetable. Students will submit the project in a written form with presentation materials.
Only students who were awarded the course-unit credits can be accepted for the exam. Student has to demonstrate his/her ability to explain theoretical base and apply it in a wide context of practical applications. Exam is oral (15 minutes) with written preparation (15 minutes). For details see News

Course curriculum

Not applicable.

Work placements

Not applicable.

Aims

The objective of the course is to make students familiar with the strategic management process in market and competitive environment. The course is focused on explanation of analytical tools and possibility of their application and on formulation of strategy and its realization.

Specification of controlled education, way of implementation and compensation for absences

Attendance at seminars is required and controlled. If percentage of absences exceeds 10%, the absence can be compensated for via a knowledge test, solving of additional case study and/or elaborating of an additional final project. Attendance at lectures is not compulsory, but is recommended.

Recommended optional programme components

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KEŘKOVSKÝ, M. - VYKYPĚL, O. Strategické řízení. 1. vyd. Brno: VUT v Brně Fakulta podnikatelská, 1998. 157 s., ISBN 80-214-1111-2
PORTER, MICHAEL E. Konkurenční výhoda. Přel. V. Irgl. 1.vyd. Praha: Victoria publishing, a.s., 1993. 626 s. Přel. z: Competitive Advantage. ISBN 80-85605-12-0

Recommended reading

COLLIS, D.J. - MONTGOMERY, C.A. Corporate strategy - Resources and the Scope of the Firm. 1st ed. McGraw-Hill, 1997. 764 p. ISBN 0-256-17894-1
JOHNSON, G. - SCHOLES, K. Cesty k úspěšnému podniku. Přel. Z. Strnad. 1. vyd. Praha: Computer Press, 2000. 803 s. Přel. z: Exploring Corporate Strategy. ISBN 80-7226-220-3
Johnson-Scholes: Corporate Strategy, , 0
Porter,M.: Konkurenční strategie, , 0

Classification of course in study plans

  • Programme N2301-2 Master's

    branch M-STM , 2 year of study, summer semester, compulsory

Type of course unit

 

Guided consultation

17 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

1. Popis a charakteristika procesu strategického řízení firmy, vize, mise a strategie firmy, hierarchie strategií, směry vývoje strategického řízení
2. Analýza externích faktorů, členění okolí firmy, analytické nástroje pro hodnocení externích faktorů
3. Vývoj konkurence a konkurenčního prostředí
4. Analýza interních faktorů, hodnotový řetězec, zdroje a kompetence, analýza portfolia, finanční analýza, formulace závěrů analýz - SWOT.
5. Definování strategických cílů, definování strategických obchodních jednotek
6. Firemní strategie, business strategie, funkční strategie, horizontální strategie
7. Konkurenceschopnost firmy, konkurenční výhoda a její rozvoj, Porterovy generické strategie, konkurenční chování firem
8. Alternativní přístupy k hodnocení konkurenční pozice firmy
9. Diverzifikace, integrace, akvizice, restrukturalizace, joint-venture, formy spolupráce firem, podnikatelské sítě
10. Internacionalizace firmy
11. Výběr strategie, faktory ovlivňující výběr, metody výběru
12. - 13. Implementace a hodnocení strategie, strategická správa společnosti, organizační aspekty implementace strategie, strategic leadership