Students will be introduced to concepts of strategy, competitiveness and brand development. 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, strategy, competitiveness and brand evaluation and will be able to implement them in practice. Student will understand differences between marketing communication tools in context of brand, product and company. Students will be capable to decide about approach to brand development in the context of strategic entrepreneurial goals.

Evaluation is based on points from the project, its defence and points from oral exam focused on the development of brand of own project:
• Evaluation of international project - up to 75 points.
• Exam – oral examination focused on development of brand of own project – up to 50 points

Final evaluation reflects absence in sessions - see principles of controle of participation at lectures.

Final mark follows from number of points and respect ECTS. Retakes are defined by Study and Examination Code.

Students with ISP

- project elaboration (up to 75 points) and oral exam focused on the project defence (up to 50 points)

1. Strategic competitiveness of small company. Strategic behavior of company. Vision of company, 3D view of objectives – application, analysis. Role of brand and branding in strategy of small company.
2. Competitive base of strategy – Porter´s competitive strategies, success-ability based concept, competitive advantage, typology of competitive advantages.
3. Branding in small company. Role of branding in business model.
4. Technical, financial, and tempting aspects of branding, brand elements, brand architecture, eight aspects of branding in company success.
5. Brand identity – brand prism, identity based on positioning, personality and communication, four attributes of positioning.
6. Brand personality ring, identity based on consistency, understandability, and harmony.
7. Brand performance
8. Competitive space as framework for analysis of competitive environment. Factors competitive space in the context of brand.
9. Understanding of competition – definition of competition, frame of competition, triangle of competitive relations, where are we competing and for what, hierarchical definition of competitors, type/level of “substitution” as general principle, types of competitive and cooperative relations, stage view of competition.
10. Good and bad competitors, competitive maps, competitive comparison in the context of brand.
11. Development of advantage through branding – value creation, value chain, value proposition, smile curve. Value and brand.
12. Brand development framework, strategic, tactical, and operational level of brand development. Magical chain – definition and application.
13. Action plans of brand development.

Attendance at lectures and seminars is required and controlled. Each absence is penalized with 5 points subtraction from the final score. Maximal number of absence is 4.

• Programme BAK-E Bachelor's

  branch BAK-ESBD , 2. year of study, summer semester, compulsory
  

• Programme BAK-ESBD Bachelor's, 2. year of study, summer semester, compulsory
  

Definition of brand development problem
Research and analysis in brand development
Brand development prototyping
Brand testing
Brand development planning
Visual presentation of brand development