Study programmes / C-HE Horticultural Engineering / Strategic Management for HF
Course code:SMA
Course title in language of instruction:Strategický management pro ZF
Course title in Czech:Strategický management pro ZF
Course title in English:Strategic Management for HF
Mode of completion and number of credits:Exam (5 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes:full-time, 2/1
(full-time, hours of lectures per week / hours of seminars per week)
Language of instruction:Czech
Level of course:master continuing
Semester:WS 2016/2017 - FH
Name of lecturer:Ing. Tomáš Pyšný, Ph.D. (examiner, instructor, lecturer)
doc. Ing. Pavel Žufan, Ph.D. (examiner, instructor, lecturer, supervisor)
Prerequisites:Bachelor State Exam
Aims of the course:The aim of the course is to get students acquainted with recent Strategic Management concepts, and to enhance their strategic thinking. Special attention is paid to the concepts of environment analysis and approaches to strategy formulation. The course will enable students to realize the importance of strategy for organizational management and development even in dynamically developing environment, which requires operative reaction to unexpected events.
Course contents:
1.The theory of Strategic Management&emdash;basic terms, development, character, process (allowance 2/0)
2.Business mission and long-term objectives (allowance 2/1)
3.Analysis of the external and internal environment of a firm (allowance 4/2)
a.Structure of the external environment, methods and techniques of analysis
b.Structure of the internal environment, methods and techniques of analysis

4.Selection of business strategies (allowance 4/4)
a.General types of business strategies
b.Suggestion of strategic alternatives, quantitative methods
c.Evaluation and selection of business strategies

5.Implementation and control of business strategies (allowance 4/2)
a.Methodology of monitoring business performance

6.Analysis of industry and competition&emdash;basic terms (allowance 2/2)
7.Analysis of competitive environment (allowance 4/2)
a.Porter's model
b.Influence of government on the competitive environment

8.Competitive strategies (allowance 4/1)
a.Types of competitive strategies
b.Strategies focused on wide competition

9.Industry and competitive strategy (allowance 2/0)
a.General types of industries and their evolution
b.Competitive strategies in the particular types of industries

Learning outcomes and competences:
Generic competences:
-ability to analyse and synthesize
-ability to apply knowledge
-ability to organize and plan ahead
-ability to solve problems
-capacity to learn
-designing and managing projects
-ethical commitment
-general knowledge
-professional knowledge
-skilled at utilizing and processing information
-spirit of enterprise

Specific competences:
-Determination of a suitable reaction of an organization to the changes in its environment.
-Student is able to formulate a business mission
-Student is able to recommend a suitable competitive strategy
-Student knows main stages of strategic management process
-Student knows main types of competitive strategies

Type of course unit:optional
Year of study:Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement:There is no compulsory work placement in the course unit.
Recommended study modules:none
Assessment methods:Final written examination is done in the form of solution of a case study based on lecured theory - max. 60 points.
Student is classified based on points reached:
92 to 100 points - "A" (excellent)
84 to 91 points - "B" (very good plus)
76 to 83 points - "C" (very good)
68 to 75 points - "D" (good plus)
61 to 67 points - "E" (good)
Less than 60 points - "F" (failed).
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendance
Direct teaching
     lecture24 h
     practice2 h
     seminar5 h
     consultation2 h
     project work5 h
     public presentation (oral)2 h
     preparation for exam20 h
     preparation of presentation15 h
     elaboration and execution of projects50 h
     writing of seminar paper15 h
Total140 h

Basic reading list
  • JOHNSON, G. -- SCHOLES, K. Cesty k úspěšnému podniku. Computer Press, 2000. 803 p. ISBN 80-7226-220-3.
  • KIM, W C. -- MAUBORGNE, R. Strategie modrého oceánu. Praha: Management Press, 2005. 236 p. ISBN 80-7261-128-3.
  • Konkurenční strategie: Metody pro analýzu odvětví a konkurentů. Praha: Victoria Publishing, 1994. 403 p. ISBN 80-85605-11-2.
  • Konkurenční výhoda: (Jak vytvořit a udržet si nadprůměrný výkon). Praha: Victoria Publishing, 626 p. ISBN 80-85605-12-0.
Recommended reading list
  • POŠVÁŘ, Z. -- ŽUFAN, P. -- TOMŠÍK, P. Management II. 1st ed. Brno: Mendlova zemědělská a lesnická univerzita. Provozně ekonomická fakulta, 2004. 126 p. ISBN 80-7157-748-0.
  • KOTLER, P. -- KELLER, K. Marketing management. Praha: Grada Publishing, 2007. 792 p. ISBN 978-80-247-1359-5.