Course detail

Contemporary Issues in European Strategic Management and Marketing

FP-EciesPAcad. year: 2014/2015

a) Corporate strategy, diversification, evaluating the diversification decision
b) Managing the multi-business organization. The role of the corporate centre in creating business unit value, corporate management styles and corporate parenting
c) The strategy formation process. The strategic planning process
d) Vertical integration, exploitation of the corporate core through cooperative arrangements
e) Innovation and design, their role within business strategy, managing and facilitating the innovation process
f) Developing an effective international marketing strategy, strategic and structural alternatives. The developing evolution of international strategies
g) Strategy formulation and learning. Strategic planning.

Learning outcomes of the course unit

a) Contribute effectively to the discussion of strategic issues
b) Sustain the development of their understanding of strategic management
c) Inquire into and understand a range of strategic management issues and situations.
d) Apply relevant strategic concepts and techniques to the analysis of strategic situations and issues.


Knowledge of basic managerial terms and concepts is required.


Not applicable.

Recommended optional programme components

Not applicable.

Recommended or required reading

Grant, R.M., Contemporary Strategy Analysis (3rd edition), , Blackwell Publishers, Oxford (1998) (EN)
de Wit, B. and Mayer, R. Strategy, Content , Context : An International Perspective, , Thomson Business press, London (1998) (EN)
Harris, N., European Business (1999), Macmillan Press Ltd. (EN)

Planned learning activities and teaching methods

Teaching methods depend on the type of course unit as specified in the article 7 of BUT Rules for Studies and Examinations.

Assesment methods and criteria linked to learning outcomes

The assessment is based on written examination. Criteria will be defined at the beginning of the course.

Language of instruction


Work placements

Not applicable.

Course curriculum

1. Strategic management and strategic marketing - its role and place in the managerial system of a company
2. Major goals of strategic management and marketing - its contribution to achieving competitive advantage of a company
3. Process of strategic management and strategic marketing utilization in a company
4. Analytical tools for strategic management and marketing
5. Specific areas influencing the nature of strategic approaches within various industries (services, not-for-profit etc.)


a) To develop students' ability to analyse and evaluate a range of strategic management and management issues and situations using relevant strategic concepts and techniques
b) To develop skills in effectively contributing to discussion
c) To encourage responsibility for self-study.

Classification of course in study plans

  • Programme MGR-EBF Master's

    branch MGR-EBF , 2. year of study, winter semester, 7 credits, compulsory

Type of course unit



22 hours, optionally

Teacher / Lecturer


22 hours, optionally

Teacher / Lecturer