Course detail

Competitiveness and Branding of Small Company

FP-BCCSMEAcad. year: 2026/2027

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

Assignment to study programme types

Bachelor's

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Department 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. The specific requirements for each component are listed below.

Credit – Evaluation of Continuous Tasks

Five tasks are completed progressively during the course, each worth up to five points. A minimum of 15 points is required to earn the credit. Assessment focuses primarily on participation, teamwork, the ability to interpret and present results, the use of assigned approaches and resources, and the quality of the work. Earning the credit is a prerequisite for being admitted to the exam.

Tasks are completed in teams. The points earned count toward the overall grade, and each student carries them over to the exam—see the exam grading criteria.

Exam

The exam takes the form of a team workshop. Students work through four assigned tasks one by one, which the team then presents and defends. During the completion, presentation, and defense of these tasks, students must demonstrate both practical skills and theoretical knowledge of the subject matter. Each task is graded separately on a scale of 0 to 100 and assigned a corresponding ECTS grade. The team is evaluated as a whole. Students may use the points earned on the ongoing assignments to improve their grades on individual assignments. The final grade is then determined by the average of the grades for all assignments. If a student wishes to achieve a higher grade than the one received, an individual oral retest is possible.

Exam Procedure

  • The exam lasts 4–5 hours. At least two breaks are scheduled during the exam.
  • During the exam, students may only use permitted materials and aids.
  • It is recommended to have a laptop, tablet, or smartphone available for the exam.

Retake exam dates are governed by the Academic and Examination Regulations.

Students with an Individual Study Plan (ISP)

Students with an ISP must agree on their individual study plan with the course instructors. To earn credit, they must complete a project according to the instructors’ assignment. They will receive a grade based on the exam (see above).

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-D Bachelor's 2 year of study, winter semester, compulsory

Type of course unit

 

Lecture

26 hours, compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Exercise

13 hours, compulsory

Teacher / Lecturer

Ing. Jana Andrýsková

Elearning

eLearning: currently opened course