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Lecturer(s)
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Novák Petr, doc. Ing. Ph.D.
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Konečný Petr, Ing.
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Course content
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Introduction to business. Start-ups. Doing business in the region. Comparison of business determinants in regions - analysis of specific companies in established fields of selected regions. Examples of good practice. Legal aspects of business and the establishment of legal forms of business in the Czech Republic. Business law, intellectual property protection. Product as the basis of business, its value, value for the customer. Economic aspects of business, cost, and revenue management in a newly emerging company. Marketing and marketing strategies in business. Lean canvas - elaboration of a business idea I. Lean canvas - elaboration of a business idea II. Defending unfinished business ideas in the form of an Elevator pitch.
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Learning activities and teaching methods
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Lecturing
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| learning outcomes |
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| Knowledge |
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| have an overview of the functioning of the economy and the economic environment |
| have an overview of the functioning of the economy and the economic environment |
| have an overview of the legislative framework within which economic entities operate, with an emphasis on entrepreneurship; |
| have an overview of the legislative framework within which economic entities operate, with an emphasis on entrepreneurship; |
| know the procedures applied in starting and running a business and be able to evaluate and analyse a business idea; |
| know the procedures applied in starting and running a business and be able to evaluate and analyse a business idea; |
| orientation in the basics of management and in the economic context of business entities (companies) |
| orientation in the basics of management and in the economic context of business entities (companies) |
| to be familiar with marketing issues and to have an overview of marketing tools in the specific conditions of starting and launching your own business. |
| to be familiar with marketing issues and to have an overview of marketing tools in the specific conditions of starting and launching your own business. |
| be able to design, analyse and apply entrepreneurial business models and evaluate their effectiveness |
| be able to design, analyse and apply entrepreneurial business models and evaluate their effectiveness |
| Skills |
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| be able to compare and analyse the perspectives of different economic models on key economic categories and mechanisms within the economic environment |
| be able to compare and analyse the perspectives of different economic models on key economic categories and mechanisms within the economic environment |
| understand the basic aspects of economic management of firms |
| understand the basic aspects of economic management of firms |
| be able to apply a range of basic economic tools to support managerial decision making in firms; |
| be able to apply a range of basic economic tools to support managerial decision making in firms; |
| analyse and identify market opportunities and apply the procedures leading to the establishment of their own business in different areas |
| analyse and identify market opportunities and apply the procedures leading to the establishment of their own business in different areas |
| know how to create and set up a business model of the company's operation, including its scalability and how to evaluate it adequately |
| know how to create and set up a business model of the company's operation, including its scalability and how to evaluate it adequately |
| to design your own business plan and start your own company |
| to design your own business plan and start your own company |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
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Recommended literature
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ABRAMS, Rhonda. Successful Business Plan Secrets & Strategies: America?s Best-selling Business Plan Guide!. Palo Alto: PlanningShop, 2014.
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GUILLEBEAU, Chris. Startup za pakatel: objevte způsob, jak pracovat na sebe a živit se tím, co vás baví. Brno: Jan Melvil, 2013. ISBN 978-80-87270-59-2.
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OSTERWALDER, Alexander a Yves PIGNEUR. Tvorba business modelů: příručka pro vizionáře, inovátory a všechny, co se nebojí výzev. Brno: BizBooks, 2012. ISBN 978-80-265-0025-4.
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SRPOVÁ, Jitka. Podnikatelský plán a strategie. Praha: Grada, 2011. ISBN 978-80-247-4103-1.
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THIEL, Peter A. a Blake MASTERS. Od nuly k jedničce: úvahy o startupech, aneb, jak tvořit budoucnost. Brno: Jan Melvil Publishing,, 2015. ISBN 978-80-87270-72-1.
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VÁCLAVÍKOVÁ, Martina. Líheň podnikatelských nápadů: první kroky v podnikání. Brno: BizBooks, 2015. ISBN 978-80-265-0320-0.
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VEBER, J., SRPOVÁ, J. Podnikání malé a střední firmy. Praha: Grada Publishing, 2004. ISBN 80-247-1069-2.
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