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.

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

To pass the course, students must receive a credit and pass the exam. Specific conditions for individual parts are specified below.

Full-time study

Credit – exercise assessment

Six tasks are gradually completed during the course, each graded on a scale of up to four points. The outputs are submitted as part of the given course. A minimum of 15 points is required to receive credit. The primary criteria for evaluation are activity, teamwork, the ability to interpret and present results, work with given approaches and sources, and the form of presentation.

Subtasks are completed in teams. The points earned are included in the overall classification and each student carries them over to the exam – see the exam evaluation conditions.

Combined form of study

Subtasks – evaluation of work during the intensive course

Four tasks are gradually completed during the individual intensive courses, each evaluated with up to six points. The outputs are submitted during the given intensive course. The primary focus of the assessment is on activity, teamwork, the ability to interpret and present results, working with given approaches and sources, and the form of presentation. Subtasks are completed in teams. The points earned are included in the overall classification and each student carries them over to the exam – see exam assessment conditions. Students who do not participate in the seminar will not be able to earn these points and will complete the course based only on the points earned in the exam.

Full-time and combined form of study and ISP

Final exam and its evaluation

The exam takes the form of a team workshop. Students are divided into teams of 3 to 5 people for the exam. They gradually work on 4 assigned tasks, which the team presents and defends. During the processing, presentation, and defense, it is necessary to demonstrate both practical skills and theoretical knowledge of the given topic. Each task is evaluated separately with points from 0 to 100 and a corresponding grade according to ECTS. The team is evaluated as a whole. The points earned in the exercises can be used by the student to improve their evaluation of individual tasks. The final grade is then given as the average of the evaluations of all tasks. If the student wants a better grade than the one they have earned, an individual oral exam is possible.

Exam description

  • The exam lasts 4–5 hours. There are at least two breaks during the exam.
  • During the exam, only permitted materials and equipment may be used .
  • It is recommended to have a laptop or tablet, or possibly a smartphone, available for the exam.

The dates for retaking exams are governed by the study and examination rules.

Students with an individual study plan (ISP)

Students with an ISP must individually complete 5 partial tasks with a deadline for submission no later than the end of the 13th week of the semester and pass a final exam. Exam format – see above. The conditions for completing partial tasks and selecting topics are published in e-learning.

Students with an ISP must contact the lecturer by the end of the 4th week of the semester at the latest to clarify the assignments and the form of submission.

Each assignment is graded on a scale of up to five points. A minimum of 15 points is required to receive credit. The points earned are included in the overall grade – see exam conditions.

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