Study programmes / C-EM Economics and Management / Strategic Management
Course code:STM
Course title in language of instruction:Strategický management
Course title in Czech:Strategický management
Course title in English:Strategic Management
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; part-time, 16/0
(full-time, hours of lectures per week / hours of seminars per week; part-time, lectures per period / seminars per period)
Language of instruction:Czech
Level of course:master continuing
Semester:WS 2019/2020 - FBE
Name of lecturer:doc. Ing. Pavel Žufan, Ph.D. (supervisor)
Prerequisites:Final Bachelor Exam
Aims of the course:The aim of the course is to teach students to interconnect the acquired knowledge from particular disciplines, and work with it in designing the future development direction of an organisation. Special attention is paid to the
environment analysis, and projection of its results to the future development scenarios of possible development directions of an organisation. Students also get to know a set of helping tools for strategy formulation, which can be used as an aid in proposal of a specific strategy of an organisation.
Course contents:
1.The theory of Strategic Management--basic terms, development, character, process (allowance 4/2)
2.Business mission and long-term objectives (allowance 2/2)
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 4/2)
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 2/2)
6.Management of change (allowance 2/0)
7.Analysis of industry and competition--basic terms (allowance 2/2)
8.Analysis of competitive environment (allowance 4/2)
a.Porter's model
b.Influence of government on the competitive environment

9.Competitive strategies (allowance 2/0)
a.Types of competitive strategies
b.Strategies focused on wide competition

10.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 create new ideas (creativity)
-ability to make decisions
-ability to organize and plan ahead
-ability to solve problems
-designing and managing projects
-leadership skills
-resolve to succeed
-spirit of enterprise

Specific competences:
-Student is able to formulate a business mission
-Student knows main stages of strategic management process
-Student knows main types of competitive strategies
-Students is able to recommend a suitable competitive strategy

Type of course unit:required
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:Students elaborate two evaluated assignments representing (together with evaluation of their activity at the seminars) 40 % of their overall evaluation: 1 - Business mission - individual project focused on analysis of a business mission of selected company. Max. 5 points. 2 - Business simulation game - group project (2-3 students) focused on competing on a simulated market. Max. 30 points. 3 - activity at seminars - subjective evaluation of an active participation in discussions. Max. 5 points.
Final written examination is done in the form of solution of a case study based on lecured theory - max. 60 points. The minimum number of points needed to pass the exam is 20; overall evaluation is then the sum of points earned on lessons and examination (total maximum: 100 pts). Successful pass of the course is possible when reaching at least 61 points.
Students of the combined form of studies elaborate one, at least 2500 words case study focused on practical application of a selected topic from lectures. Examination has the same form as in the case of full-time students.
Learning activities and study load (hours of study load)
Type of teaching methodDaily attendanceCombined form
Direct teaching
     lecture24 h14 h
     practice2 h0 h
     seminar5 h2 h
     consultation2 h6 h
     project work5 h0 h
     public presentation (oral)0 h2 h
     preparation for exam22 h70 h
     preparation of presentation15 h11 h
     elaboration and execution of projects50 h35 h
     writing of seminar paper15 h0 h
Total140 h140 h

Basic reading list
  • THOMPSON, A A. Essentials of strategic management: the quest for competitive advantage. 2nd ed. New York: McGraw-Hill Irwin, 557 p. ISBN 978-0-07-122081-1.
  • KAPLAN, R S. -- NORTON, D P. Efektivní systém řízení strategie: nový nástroj zvyšování výkonnosti a vytváření konkurenční výhody. 1st ed. Praha: Management Press, 2010. 325 p. Knihovna světového managementu ;. ISBN 978-80-7261-203-1.
  • PORTER, M E. Competitive advantage : creating and sustaining superior perfor. 1st ed. New York: Free Press, 2004. 557 p. ISBN 0-7432-6087-2.
  • OSTERWALDER, A. -- PIGNEUR, Y. Tvorba business modelů: příručka pro vizionáře, inovátory a všechny, co se nebojí výzev. 1st ed. V Brně: BizBooks, 2012. 278 p. ISBN 978-80-265-0025-4.
  • POŠVÁŘ, Z. -- ŽUFAN, P. -- TOMŠÍK, P. MANAGEMENT II. Brno: Mendelova zemědělská a lesnická univerzita v Brně, 2008. 125 p. ISBN 978-80-7157-748-5.
Recommended reading list
  • JOHNSON, G. -- SCHOLES, K. Cesty k úspěšnému podniku. Computer Press, 2000. 803 p. ISBN 80-7226-220-3.
  • Konkurenční strategie: Metody pro analýzu odvětví a konkurentů. Praha: Victoria Publishing, 1994. 403 p. ISBN 80-85605-11-2.
  • KIM, W C. -- MAUBORGNE, R. Strategie modrého oceánu. Praha: Management Press, 2005. 236 p. ISBN 80-7261-128-3.
  • FRYNAS, J G. Global strategic management. 2nd ed. Oxford: Oxford University Press, 422 p. ISBN 978-0-19-954393-9.