English

Not applicable.

Students will be introduced in key approaches in competitiveness. Students will learn application of success-ability concept in conditions of small and middle sized companies. Students will be able to define and evaluate strategic goals of development on the base of analysis of competitive environment and will be able to choose appropriate approach to the development of competitive advantage and competitiveness of small and middle sized companies. Students will be familiarized with principles of development of value, resources, core competences and brand development in the context of competitiveness of company. Students will be able to define theoretical approaches of company competitiveness development and will learn how to apply them in everyday practice.

Knowledge:
o principles, terms and approaches in marketing;
o links of economic theory related to company and market;
o management theory, management functions and basic management techniques.
Skills:
o application of theory in the context of entrepreneurship activity of company;
o understanding of links of theoretical base and company activities.
Competence:
o complex view of entrepreneurial activities including both formal and informal approaches;
o creative approach to the evaluation of entrepreneurial activity of small and middle sized company.

Not applicable.

Lecturers, seminars, workshops, case studies, problem based learning, team project.

Evaluation of the course consists of two parts - the processing of the project dealing with the case study and exam written test with possibility of consequent oral examination. Scoring of each component is as follows:
• Team project maximum 40 points.
• The final test has two parts. The first part has 10 questions with optional answers. The second part has two open questions. There will be only one correct answer for questions with optional answers. The correct answer is evaluated by 2 points, wrong answer -1 point and no response 0 points. Open questions are evaluated each max. 20 points. The maximum score for the test is 60 points. Time for the test is 90 minutes. The test is “open book”.
Students solve in individually defined project focused on competitiveness of company. The composition of the teams, chosen case study and name of the company should be sent electronically by the end of the fifth week of the semester. Particular company can be chosen only by one team within semester and course. Particular focus of the case study is gradually solved in exercises according to the timetable. The study addresses the strategic aspects of the behavior of individual companies in those sectors, or frames on the strategic analysis of the company and strategy formulation of the company. The study is presented and defended in the term specified by timetable – see news. Students have to hand over a written feasibility study in the form surname_surname_....doc or surname_surname_....pdf. Use surname of team members for name of file. These documents must be submitted one week before presentation. Late submission will be penalized tearing down 10 points from the total score. Processing, delivery and presentation of case studies is also a condition for granting credit.
In the case of poor results of case presentation (less than 10 points) students can prepare new extra case instead of it. The best possible evaluation for this new extra case would be 20 points. Term of presentation will be set up individually.
The maximum number of points, at 100% fulfillment of the two conditions, is 100. The final classification is based on the number of points and is in line with ECTS. Students have to obtain at least 50 points in sum to pass the course. In case of insufficient number of points, or the need to obtain a better assessment, students have the opportunity to use oral exam.

1. Success-ability based strategy, links to traditional view of hierarchy of company strategy.
2. 3D view of company success in small and middle sized company.
3. Competitive space, identification of competitive links and strings.
4. Evaluation of competition, competitive relations and competitive rules, market and customer segments.
5. Competitiveness of company in strategic models, modification for small and middle sized companies.
6. Definition of competitive base, competitive character of strategy of company, typology of competitive advantage.
7. Development of competitive advantages in success-ability conception, managerial concept of competitiveness.
8. Branding concepts strengthening competitiveness in conditions of small and middle sized companies.
9. Analysis of customer value for development of competitive advantages and brand of company.
10. Brand development in in conditions of small and middle sized companies.
11. Comparison of development of strategic competitiveness of large and small and middle sized companies.
12. Complex evaluation of success-ability potential of company.
13. Formulation and evaluation of strategy of development of competitiveness, conditions for implementation.

Not applicable.

Presentation of concepts of development of competitiveness with focus on success-ability concept, resource based view and core competences and brand development. Application of traditional tools in conditions of small and middle sized company.

Attendance at lectures is required as well as studying of basic literature. Control is in teacher’s competence. The attendance at the presentation and defence of project is compulsory.

Not applicable.

FLOOR, Ko. Branding a store: how to build successful retail brands in a changing marketplace. Philadelphia: Kogan Page, 2006, 360 p. ISBN 07-494-4832-6. (EN)
HITT, M.A. - IRELAND, R.D. - HOSKISSON, R.E. Strategic Management - Competitiveness and Globalization: Concepts. 11th ed. South-Western College Pub, 2014. 480 p. ISBN 1285425189. (EN)
PORTER, M. E. Competitive Advantage. First Free Press Export Edition: Free Press 2004. 557 s. ISBN: 0-7432-6087-2. (EN)

COLLIS, D.J. - MONTGOMERY, C.A. Corporate strategy - Resources and the Scope of the Firm. 1st ed. McGraw-Hill, 1997. 764 p. ISBN 0-256-17894-1. (EN)
KELLER, Kevin Lane. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, c2013, 562 p. ISBN 978-013-2664-257. (EN)