Course detail

Strategic Approaches to Business Development

FP-KsprpPAcad. year: 2025/2026

The course focuses on a strategic approach to company development from the idea stage to the existing company. The strategic approach to development is based on the use of market research tools, analysis and the formulation of a development approach using strategic management principles. In the area of idea development, the focus is on validating the idea of development. In the area of business development, the emphasis is on the formulation of elements of business strategy. Research and analysis is based on an assessment of the environment and internal factors.

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

Not applicable.

Rules for evaluation and completion of the course

The number of points obtained for the processing of partial tasks during the semester and the oral team exam focused on the processing and defense of the strategic development project is decisive for passing the course. The scoring of the individual parts is as follows:

- Evaluation of the preparation of the sub-tasks - up to 50 points.

- Examination - team preparation and defence of a strategic development project - up to 100 points

The assessment includes point deductions for absences from class. Participation in exercises and lectures is compulsory and supervised. Any absence from the prescribed form of instruction is assessed by deducting 2 points from the final grade. The maximum number of absences is 4.

Students with ISP

Examination in the form of preparation and defence of a strategic development project according to an individual assignment – max 100 points.

Aims

The aim of the course is to introduce students to approaches to strategic business development from idea development to the development of an existing business. Students will become familiar with the tools used to develop a business both at the idea stage and for an existing business. Students will learn to critically analyze the general and industry environment with an emphasis on competitors and customers. Students will learn to select and implement methods for analyzing the internal environment with an emphasis on customer value creation and long-term business performance. Students will be able to conduct the necessary research to obtain data to compile analyses. Students will be able to formulate an approach to implement a proposed development plan. Students will learn about the different concepts of idea development, start up business development, start up business development and existing business development.

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. 12th ed. Cengage Learning, 2016. 480 p. ISBN 978-1305502208. (EN)
OSTERWALDER, Alexander a PIGNEUR, Yves, 2012. Tvorba business modelů: příručka pro vizionáře, inovátory a všechny, co se nebojí výzev. V Brně: BizBooks. ISBN 978-80-265-0025-4. (CS)
RIES, Eric, 2015. Lean startup: jak budovat úspěšný byznys na základě neustálé inovace. Brno: BizBooks. ISBN 978-80-265-0389-7. (CS)

Recommended reading

GRANT, Robert M., 2024. Contemporary strategy analysis. 12th ed. Wiley. ISBN 978-1-394-25156-8. (EN)
GRANT, Robert M., 2024. Contemporary strategy analysis. 12th ed. Wiley. ISBN 978-1-394-25156-8. (EN)
KOTLER, Philip and ARMSTRONG, Gary, 2018. Principles of marketing. 17. edition. Pearson. ISBN 978-1-292-22017-8. (EN)

Classification of course in study plans

  • Programme BAK-EAM Bachelor's

    specialization BAK-EAM-EP , 3 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

  1. Strategic approach to idea and business development - the BEA framework1. Idea development - using the Lean Canvas tool. Definition of enterprise development - stages of enterprise development. Team approaches to idea development and defining the direction of enterprise development.
  2. Specifics of start ups, conventional start ups and established businesses. Success and failure factors for strategic development of these businesses.
  3. Research and analytical approach to assessing the environment of the enterprise. Methods for assessing the industry and general environment based on the SLEPT framework and Porter's model. Idea validation as a research-analytical approach.
  4. Research and analysis tools focused on customers and their needs. Defining customer segments and using the definition of personas. Specifics of B2C and B2B market.
  5. Research and analytical approach to the evaluation of internal factors of the enterprise. Methods to formulate the conclusion of analyses.
  6. Business strategy framework for enterprise development. Competitive advantage and competitive strategy. Formulation of strategic development objectives.
  7. Customer value. Value proposition in the Canvas business model.
  8. CANVAS business model and its use in strategic development.
  9. Approaches to formulation and presentation of development strategy. PItch presentation. Presentations to investors, owners and employees. Stakeholder evaluation.
  10. Approaches to strategic decision making. Team collaboration and negotiation techniques in strategic management of business development.
  11. Planning and implementation tools - Gantt, resource planning, milestones and dedline, priority assessment. Strategy implementation monitoring
  12. Trends in the development environment and their use in strategic development. Sustainability and social responsibility factors.
  13. International environmental factors and their influence on strategic development. Opportunities for international cooperation in strategic development.

Expertise
The student knows the approaches and tools for defining a strategic approach to business development with an emphasis on business strategy.
Professional competences
The student is able to implement methods suitable for assessing the environment of the enterprise and for evaluating the situation of the enterprise with emphasis on defining the basis for its development.
Professional skills
The student can implement a critical approach to analysis, clearly articulate conclusions and starting points, and select approaches to formulate and implement a development plan.

Exercise

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

  1. Defining development opportunities - a team approach
  2. Validation of ideas and development opportunities
  3. Problem definition for the research and analytical approach to development
  4. Evaluation of priorities, formulation of conclusions and basis for development
  5. Development planning techniques
  6. Strategic development presentation and intent

Individual preparation for an ending of the course

61 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Self-study

40 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.