Course detail

Strategic Management

FP-smaPAcad. year: 2024/2025

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, external 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.

Entry knowledge

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.

Rules for evaluation and completion of the course

A detailed summary of the conditions and instructions is also provided in the e-learning - "Course Booklet"

Course evaluation - full-time form of study
The number of points obtained in the exercises and in the examination is decisive for passing the course. The points are added up and the final classification is based on the total number of points obtained (processing of partial tasks and examination) and is in accordance with the ECTS. The points from the individual parts are weighted equally in the final assessment.
The final grade is always in accordance with the ECTS:
- F/0-49, E/50-59, D/60-69, C/70-79, B/80-89, A/90-100.

Evaluation of exercises - full time form of study
- Completion of 3 sub-tasks developed as part of teamwork - maximum 15 points per task, i.e. up to 45 points for completion of sub-tasks - see below for information on deadlines, content and method of assessment.
- The team and company for the sub-tasks must be notified by the end of week 4 of the semester. Each firm may be worked on only once during the semester. Team size is three to eight students.
- Reporting will be done via e-learning.
- At least 20 points must be earned on the sub-assignments to receive credit.

Examination and its evaluation - full-time form
The exam takes the form of a defence of a strategic project, which is developed in teams. The project is usually prepared in the same teams as the sub-tasks in the exercise. If you decide to work on the project in a different team, this must be agreed with the lecturer. You will prepare the project for the company for which you are solving the individual subtasks. The following materials may be used in the examination:
- A completed strategic project - the writing requirements are given in Chapter 5.
- The prepared initial presentation of the project

The exam takes the form of a team discussion focused on the team project. In the defence, students must demonstrate their knowledge of the project and the problem being solved and their knowledge of the relevant theory. Make-up examination dates are governed by the Study and Examination Regulations.

The course of the examination in the form of a defence of a strategic project
- Teams register for the announced examination dates through one representative.
- Dates will be announced during the examination period.
- All areas of the project, i.e. all points in Parts A to E, may be discussed during the defence - see the project structure below. The areas are chosen by the examiner.
- The examination for one team will normally last 60 minutes.
- At the beginning, the team will have five minutes to present the project (explanation of the solution, how information was obtained, etc.).
- During the exam, the team members must respond to questions from the instructor. The questions cover both knowledge of the project and knowledge of the corresponding theoretical topics and procedures.
- A record of the exam is prepared summarising the questions and answers.
- Students are tested on the entire scope of the project, i.e. they must be familiar with all parts of the project. 

Students with an individual study plan
Students with an ISP must complete three partial assignments, according to the conditions as full-time students, with a deadline for submission no later than the end of the 13th week of the semester, and pass a final exam in the same scope as students of combined studies. Thus, students with ISP will take an oral examination and with written preparation.

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.
Students will have a clear idea of strategic management process and principles 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 and functional strategy. Students will also learn the methods applied for selection, realization and evaluation of strategy.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

HITT, M.A. - IRELAND, R.D. - HOSKISSON, R.E. Strategic Management - Competitiveness and Globalization: Concepts. 6th ed. South-Western College Pub, 2004. 544 p. ISBN 0324275307
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
ZICH, R. Koncepce úspěchuschopnosti Konkurenceschopnost - vítězství, nebo účast v soutěži?. Brno: Akademické nakladatelství CERM, 2012. 125 s. ISBN: 978-80-7204-818- 2.

Recommended reading

GRANT, R.M. Contemporary strategic analysis. 6th ed. Blackwell Publishing, 2008. 482 p. ISBN 978-1-4051-6309-5.
KOTLER, P. Marketing Management. 10. vyd. Praha: Grada Publishing, 2001. 720 s. ISBN 80-247-0016-6.
MALLYA, T. Základy strategického řízení a rozhodování. 1.vyd., Praha: Grada Publishing, a.s., 2007. 246 s. ISBN 978-80-247-1911-5.
MINTZBERG - QUINN - GHOSHAL The Strategic Management Process. Revised European Edition. Prentice Hall Europe 1998, 1036 p. ISBN 0-13-675984-X.
PORTER, MICHAEL E. Competitive Advantage. First Free Press Export Edition: Free Press 2004. 557 s. ISBN: 0-7432-6087-2.

Elearning

Classification of course in study plans

  • Programme MGR-IM Master's 1 year of study, winter semester, compulsory
  • Programme MGR-SRP Master's 1 year of study, winter semester, compulsory
  • Programme MGR-UFRP Master's 2 year of study, winter semester, compulsory-optional
  • Programme MPC-EVM Master's 2 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

Syllabus

1. Strategic management – process and specification, hierarchy of company strategy.
2. Strategic goals and objectives and their links to vision, mission, corporate, business and functional strategy.
3. Definition and analysis of business environment. Identification of relevant factors of general and industry environment. Analysis of competitive environment. Identification of customers and competitors. Analysis of competition and competitive relations.
4. Analysis of internal factors of competitive advantage based on functional approach. Application of value chain as a tool for analysis and development of competitive advantage.
5. Application of resource based view and core competences in the process of identification and development of competitive advantage.
6. Definition of business strategy. Competitive character of business strategy. Business strategy based on application of business model.
7. Formulation of vision and mission. Corporate strategy in the context of diversification. Restructuring of company. Function of corporate strategy in development of strategic competitiveness.
8. Hierarchy of company strategy in the context of internationalization activities.
9. Strategic development based on external cooperation. Strategic alliances and networks. Strategic aspects of mergers.
10. Implementation of strategy. Organizational aspects of strategy implementation. Strategic control. Strategic leadership and role of management in strategy implementation.

Exercise

13 hod., compulsory

Teacher / Lecturer

Syllabus

Case Study Solutions

Project Presentations




Elearning