English

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Students will be introduced to concepts of strategy and competitiveness. Students will learn application of success-ability concept in small and middle-sized companies. Students will be able to define and evaluate strategic goals for company development on the base of analysis of competitive environment. Students will be able to choose appropriate approach to the development of competitive advantage and competitiveness of small and middle-sized company. Students will be familiar with principles of development of value, resources, core competencies and brand development in the context of company competitiveness. Student know theoretical concepts of competitiveness evaluation and will be able to implement them in practice. Student will gain knowledge of marketing communication and will understand differences between marketing communication tools in context of brand, product and company. Students will be capable to decide about suitability of marketing communication tools in the context of strategic entrepreneurial goals.

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1. Success-ability based strategy and traditional concept of strategy. 3D view of objectives and company success in small and middle-sized company.
2. Competitive space, identification of competitive links. Evaluation of competition, competitors, competitive relations, competitive rules, market and customer segments.
3. Competitiveness of company in business models, modification for conditions of small and middle-sized companies. Definition of competitive base, competitive character of strategy, typology of competitive advantages.
4. Development of competitive advantages in success-ability based conception, managerial model of competitiveness. Analysis of customer value creation for advantage and brand development in small company.
5. Brand and brand development as factor of competitiveness of small and middle-sized company.
6. Comparison of approaches of large and small companies in the process of development of competitiveness.
7. Marketing communication of small and middle-sized companies. Communication of small company in the context of brand, product and service.
8. Psychological, legal and ethical aspects of communication and advertising.
9. Creation of advertising, product photography, creation of advertising and communication materials.
10. Media in communication mix and marketing communication.
11. Communication activities and plans of advertising campaigns.
12. Complex evaluation of success-ability potential.
13. Formulation and evaluation of strategy of development of competitiveness and implementation activities in small company.

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The main course objective is introduction of concept of strategic approach to the development of small and middle-sized companies with specific focus on own competitiveness, communication and brand development.

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