Course detail

Strategic Management

FP-smaKAcad. year: 2025/2026

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.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Management (ÚM)

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"

Students of the part time form of study are evaluated for their work at the camps and the submitted outputs from them - 5 points per camp, i.e. up to 20 points and an exam. Submitted documents from the camps are evaluated by the teacher.
Combined form students take an oral exam and a written exam:
- The exam is oral with time for written preparation. Students have 30 minutes for written preparation. This is followed by oral form of group discussion - in groups of 3 - 5 students. The written preparation will make use of lecture handouts and your own notes available off-line.
- The assignment will include two open-ended assignments with sub-questions - each assignment maximum 50 points, i.e. total marks out of is 100.
The final classification is based on the total number of points obtained (work in the camps and exam) and is in accordance with the ECTS. The points are added together and have equal weight in the final grade. Make-up examination dates are governed by the Study and Examination Regulations.
Students on a part time form of study with an individual study plan are assessed by examination.

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 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 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
KEŘKOVSKÝ, M. - VYKYPĚL, O. Strategické řízení. 1. vyd. Brno: VUT v Brně Fakulta podnikatelská, 1998. 157 s., ISBN 80-214-1111-2
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. Matrketing 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.

Classification of course in study plans

  • Programme MGR-IM-KS Master's 1 year of study, winter semester, compulsory
  • Programme MGR-SRP-KS Master's 1 year of study, winter semester, compulsory
  • Programme MGR-UFRP-KS 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

 

Guided consultation in combined form of studies

16 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.