Course detail

Strategic Brand Management

FP-sbmPAcad. year: 2026/2027

Course is focused on strategic brand development in the context of strategic management of company. Course is based on theoretical concepts brand usable for formulation and implementation of value creating strategy of company. Course defines areas important for understanding of brand nature and importance of brand for company success. Course defines concept of brand on the base of brand elements, brand identity and brand positioning. Course deals with brand development in contemporary global environment.

Language of instruction

English

Number of ECTS credits

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Management (ÚM)

Offered to foreign students

Of all faculties

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

To pass the course, students must obtain a credit and pass an exam. Specific conditions for individual parts are listed below.
Full-time study
Credit – assessment of exercises
Four tasks are gradually completed during the exercises, each assessed with up to six points. The outputs are submitted as part of the given exercise. A minimum of 12 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 exam assessment conditions.
Final exam and its assessment
The exam takes the form of a team workshop. Students are divided into teams of 3 to 5 people for the exam. They gradually work on 4 assigned tasks, which the team presents and defends. As part of the work, presentation, and defense, it is necessary to demonstrate both practical skills and theoretical knowledge of the given topic. Each task is evaluated separately with points from 0 to 100 and a corresponding grade according to ECTS. The team is evaluated as a whole. The points earned in the exercises can be used by the student to improve their evaluation of individual tasks. The final grade is then given as the average of the evaluations of all tasks. If the student wants a better grade than the one they have earned, an individual oral exam is possible.

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 a smartphone, available for the exam.
Resit dates are governed by the study and examination regulations.

The final grade is based on the total number of points obtained and is in accordance with ECTS. Resit dates are governed by the study and examination regulations.
Students with an individual study plan (ISP)
Students with an ISP must individually complete 4 partial assignments assigned by the instructor with a deadline of no later than the end of the 13th week of the semester and pass the final exam. Exam format – see above.
Each assignment is graded on a scale of up to six points. A minimum of 12 points is required to obtain credit. The points earned are included in the overall grade – see exam conditions.

Absence from a lecture or exercise is penalized with a deduction of 2 points.

Aims

Goal of course is definition of branding as strategic tool for company development.
Student will learn application of tools of strategic brand development in whole process of strategic management of company development. Students will be able to use techniques brand development for development, evaluation and implementation of business and corporate strategy. Students will know tools usable for brand development and formulation of plan of brand development. Students will be introduced with approach to brand development on local and global market. Students will be familiar with techniques of brand proposal presentation.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

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.
KELLER, K. L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, 2013, 562 p. ISBN 978-013-2664-257.