Corporate Strategy

Brief description

Strategy - conceptual clarification, vision, mission and objectives and values, criteria for the formation of strategic business units, environment analysis, global environment and competitive environment, competition analysis, market segmentation, strategic clients, strategic success factors, opportunities and risks, strategic niches, corporate analysis, resources and competencies, strategic potential, cost efficiency, experience curves, value chain analysis, activities analysis, benchmarking, strengths and weaknesses, SWOT, corporate governance, ownership strategies, stakeholder analysis, power sharing, ethics, mergers & acquisitions, competition strategies, (cost leadership, differentiation, specialization, hybrid strategies), cost leadership, differentiation, specialization, hybrid strategies, competitive advantages, sustainability of competitive advantages, hyper competition, competition and cooperation, Ansoff's matrix, forms of diversification, horizontal and vertical integration, factors and methods of internationalization, roles of group headquarters, portfolio management, methods of corporate development, the success criteria for corporate development.

Mode of delivery

face to face



Recommended or required reading and other learning resources/tools

Johnson, G. / Whittington, R. / Scholes, K. / Angwin, D. / Regner, P. (2019): Exploring Strategy, akt. (dzt. 12.) Aufl., Harlow u.a.: Prentice Hall (BEWU/BEWE)

Planned learning activities and teaching methods

Lecture, discussions, group work, case studies

Assessment methods and criteria

Continuous assessment and final quiz


Degree programme

European Economy & Business Management (Bachelor)



ECTS Credits


Language of instruction




Academic year



3 WS



Learning outcome

After successful completion of this course, students can apply the tools of strategic management and therefore actively participate in the formulation and selection of strategies at business and corporate level that shape the long-term development of a company, as well as to overview and describe its various theories and concepts.
The learning outcomes of this course contribute mainly to the following (international) programme learning outcomes:
LO 2.2

Course code