Course detail

Competitiveness and Branding of Small Company

FP-BCCSMEAcad. year: 2025/2026

The course focuses on the brand development and competitiveness of small and medium-sized companies and entrepreneurial projects, at various stages of development. It presents practical approaches to competitiveness and brand development in the context of the business model. Competitiveness is based on Porter's modified concept of competitive strategies and the concept of success-ability. The basic approach to brand development is based on identity and positioning. The brand development framework mainly includes brand elements, building brand awareness and brand associations, including overall brand perception.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

To pass the course, students must obtain a credit and pass the exam. Specific conditions for individual parts are listed below.

Credit – exercise assessment

Five tasks are gradually completed during the exercises, each assessed with up to five points. The outputs are submitted within the given exercise or within a defined period. A minimum of 15 points is required to obtain credit. The primary criteria for evaluation are activity, teamwork, the ability to interpret and present results, work with assigned approaches and resources, and the form of processing. Obtaining credit is a prerequisite for admission to the exam.

Subtasks are completed in teams. The points earned are counted towards the overall classification and each student carries them over to the exam – see the exam assessment conditions.

Full-time study and ISP

Final exam and its evaluation The exam takes the form of a team workshop. The exam consists of a practical exam – up to 60 points and a theoretical knowledge exam – up to 40 points.

Practical part of the exam

Students are divided into teams for the exam. The practical exam involves the gradual completion of four tasks, which the team presents and defends. During the completion, presentation, and defense, students must demonstrate both practical skills and the ability to work with the assigned tools and their knowledge. Each task is evaluated separately on a scale of 0 to 15 points. The team is evaluated as a whole.

Theoretical part of the exam

Each student receives two theoretical questions. Each question is evaluated 0 – 20 points. This part of the exam is oral.

 

Exam procedure

  • The exam lasts 4–5 hours. There are at least two breaks during the exam.
  • Only permitted materials and aids may be used during the exam.
  • It is advisable to have a laptop or tablet, or possibly a smartphone, available for the exam.

 

The final grade is determined by the sum of the points for both parts of the exam and the points from the exercises. The final grade is given on the ECTS scale. Students can use the points earned in the exercises to improve their assessment of individual tasks. The final grade is then determined by the average assessment of all tasks.

 

The dates for retaking exams are governed by the study and examination regulations.

The assessment includes point deductions for absences from classes. Attendance at seminars and lectures is compulsory and monitored. Each absence from a prescribed form of teaching is assessed with a deduction of 2 points from the final assessment. The maximum number of absences is 4.

 

Conditions for students with ISP

  • completion of a brand development project according to individual assignment - max. 100 points.

Aims

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.

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.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

HAWKINS, D.I., and D. L. MOTHERSBAUGH. Consumer Behavior: Building Marketing Strategy. 13. Boston: McGraw-Hill Higher Education, 2015. ISBN 978-1259232541.
HITT, M.A., IRELAND, R.D. and R.E. HOSKISSON. Strategic Management - Competitiveness and Globalization: Concepts and Cases. 12th ed. South-Western College Pub, 2017. 896 p. ISBN 978-1-305-50214-7.
KAPFERER, J.N. The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). 5th ed. Kogan Page, 2012. 512 p. ISBN 0749465158.
PELSMACKER, P.D., GEUENS, M., and J.V.D. BERGH. Marketing communications: a European perspective. 4th ed. Harlow: Pearson, 2010, xxiii, 660 s. ISBN 978-0-273-72138-3.

Recommended reading

COLLIS, D.J. and C.A. MONTGOMERY. Corporate strategy - Resources and the Scope of the Firm. 2nd ed. McGraw-Hill, 2004. 204 p. ISBN 978-0072312867.
DOYLE, P. Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. 2. vydání. Chichester: Wiley, 2008. ISBN 978-0-470-77314-7.
FILL, C. Marketing Communications: Interactivity, Communities and Content. Harlow: Prentice Hall, 2009. ISBN 978-0-273-71722-5.
HOLLENSEN, A. and V. MAILA. Marketing management: a relationship approach. 2nd ed. Harlow: Financial Times Prentice Hall, 2010. ISBN 978-027-3706-830.
KELLER, K.L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, c2013, 562 p. ISBN 978-013-2664-257.
PORTER, M. E. Competitive Advantage. First Free Press Export Edition: Free Press 2004. 557 s. ISBN: 0-7432-6087-2.
STAHLBERG, M. and V. MAILA. Shopper marketing: how to increase purchase decisions at the point of sale. Philadelphia: Kogan Page, c2010. ISBN 978-074-9457-020.

Elearning

eLearning: currently opened course

Classification of course in study plans

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

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.
Ing. Jana Andrýsková

Exercise

13 hod., compulsory

Teacher / Lecturer

Ing. Jana Andrýsková

Elearning

eLearning: currently opened course