Course detail

Strategic Management

FP-IsmanPAcad. year: 2023/2024

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

Language of instruction

Czech

Number of ECTS credits

3

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

The number of points obtained for the work on the project, the work in the exercises and the final exam (written with oral examination) is decisive for passing the course. The scoring for each activity in each section is as follows:
- Evaluation of the project work and exercises - up to 102 points. To receive credit, at least 20 points must be earned for the sub-tasks and activity and exercise work.
o 4 sub-assignments - maximum 10 points per assignment, i.e. up to 40 points for working on the sub-assignments.
o Activity and work on exercises is work on the first through sixth exercises - 2 points can be earned on each of these exercises - i.e., a maximum of 12 points. The condition is active work and handing in the elaboration of the task after the exercise. The trainee evaluates this task and decides on the mark.
o The project defence - up to 50 points - takes the form of a team discussion. In order to be admitted to the defense, 4 assignments must be submitted and the assignment must be completed according to the requirements. In the defense, students must demonstrate knowledge of the project and the problem to be solved and knowledge of the relevant theory.
- Final exam - written with oral follow-up - up to 100 points
o Written exam with oral revision

Penalties:
- Late submission (non-submission) of project assignments and/or late team reporting will be penalized with a deduction of 10 points.
The final classification is based on the total number of points earned (rehearsal work, assignment work, defense and exam) and is in accordance with the ECTS. The points are added together and have equal weight in the final grade. Students can choose their own activities to earn points within the above rules. If, for example, they demonstrate sufficient knowledge in the sub-assignments and project, they may be assessed for this part and may not sit the final examination. Make-up examination dates are governed by the Study and Examination Regulations.

Students with an ISP must complete two sub-assignments (due on the same dates as other students) and pass a final exam.

Aims

The course objective is to make students familiar with 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. Students will be made familiar with analytical tools for strategic analysis of external and internal factors. Students will learn method of formulation of strategy based on hierarchical strategy structure - corporate, business, functional and horizontal strategy. Students learn as well methods of selection, realization and evaluation of strategy.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

ZICH, R. Koncepce úspěchuschopnosti Konkurenceschopnost - vítězství, nebo účast v soutěži?. Brno: Akademické nakladatelství CERM, 2012. 125 s. ISBN: 978-80-7204-818- 2. (CS)
COLLIS, D.J. and C.A. MONTGOMERY. Corporate strategy - Resources and the Scope of the Firm. 2nd ed. McGraw-Hill, 2004. 204 p. ISBN 978-0072312867. (základní literatura) (EN)
GRANT, R.M. Contemporary Strategy Analysis: Text and Cases Edition. John Wiley & Sons, 2016. 776 p. ISBN 9781119120841. (základní literatura) (EN)
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 (EN)
PORTER, MICHAEL E. Competitive Strategy. First Free Press Export Edition: Free Press 2004. 396 (EN)

Recommended reading

KOTLER, P. and K.L. KELLER. Marketing Management. 14. ed. Pearson, 2011. 816 p. ISBN 978-0132102926. (doporučená literatura) (EN)
MINTZBERG, H., QUINN, J.B. and S. GHOSHAL. The Strategic Management Process. Revised European Edition. Prentice Hall Europe 1998, 1036 p. ISBN 0-13-675984-X. (doporučená literatura) (EN)
PORTER, M. E. Competitive Advantage. First Free Press Export Edition: Free Press 2004.557 s. ISBN: 0-7432-6087-2. (doporučená literatura) (EN)
PORTER, M. E. Competitive Strategy. First Free Press Export Edition: Free Press 2004. 396p. ISBN: 0-7432-6088-0. (doporučená literatura) (EN)
KANDER, D. All In Startup: Launching a New Idea When Everything Is on the Line. 1st ed. Wiley, 2014. 304 p. ISBN 1118857666. (Doporučená literatura) (EN)
WÖRDEMANN, W., BUCHHOLZ, A. and N. WILEY. The Impossible Advantage: Winning the Competitive Game by Changing the Rules. 1st ed. Wiley, 2009. 220 p. ISBN 0470717122. (Doporučená literatura) (EN)

Classification of course in study plans

  • Programme MGR-SI Master's

    branch MGR-IM , 1. year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hours, compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

1. Importance, specific and process of strategic management. Hierarchical and alternative approach to strategy. Structure and content of strategy. Importance and hear of levels of strategy for company development. Strategy as fundamental point of company behavior.
2. Definition and evaluation of strategic goals in the context of vision, mission, corporate, business and functional strategy. 3D view of strategic objectives. Application of SMART principles in strategic management. Goal oriented approach to stakeholders.
3. Meaning, structure, specific and evaluation of requirements of strategic analysis. Methods of external and internal strategic analysis. Project principles in strategic analysis.
4. Competitive space concept and its application in evaluation of competitive environment. Complex evaluation of competitive links and stakeholder evaluation. Identification of external and internal factors influencing strategic development. Competitive market mapping. Definition of the range of competitive market. Evaluation of competition and competitive relation. Competitive comparison.
5. Strategic competitiveness of company. Nature of competitive advantage. Customer value in context of competitive advantage. Typology of competitive advantages. Competitive nature of strategy.
6. Value chain traditional approach to the value creation. Value creation in the concept or resources and core competences. Net value creation concepts. Value cocreation concepts.
7. Evaluation of internal factors in the process of strategic management of company. Internal factors and approaches to the value creation and cocreation.
8. Corporate strategy in the development of diversified company. Triangle of corporate advantage, Evaluation of diversification of company. Restructuring of diversified company.
9. Business strategy as frameworks of competitive and business behavior of company. Definition of strategic business unit. Application if business models for definition of business strategy. Application of structure of marketing mix for formulation of business strategy. Competitive character of business strategy.
10. Character of strategy and its influence on level and character of competitiveness. Characteristics of levels of strategy in the context of competitiveness development. Meaning of hierarchy of strategy for competitiveness development.
11. Variants of strategic development. Individual and cooperative approaches to strategic development. Aspects of internationalization in strategic company behavior. Merger, acquisition and net-based forms of competitive development.
12. Approaches to formulation and evaluation of conclusion of analysis and formulation of foundation for strategy formulation. Factors influencing strategy selection, approaches to strategic variants evaluation. Approaches to formulation of strategy.
13. Aspects of implementation of strategy. Strategic control. Communication of strategy.

Exercise

13 hours, compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

1. cvičení: Úvod do předmětu strategie řízení. Zadání semestrálního projektu.
2. – 6. cvičení: Konzultace zadání projektu, konzultace projektu, konzultace jednotlivých témat projektu.
7. – 10. Cvičení: konzultace a řešení projektu, konzultace a procvičování jednotlivých oblastí řešení projektu.
11. – 13. Cvičení: Finalizace a odevzdání projektu, obhajoby projektu, ve 13 týdnu zápočet.