Course detail

Competitiveness and Branding of Small Company

FP-KcbscPAcad. 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, positioning, and brand promise. 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

5

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

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 100 points.
• Exam – oral examination focused on development of brand of own project or company – up to 50 points

Final evaluation reflects absence in sessions. Attendance at lectures and seminars is required and controlled. Each absence is penalized with 2 points subtraction from the final score. Maximal number of absence is 4.


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

Students with ISP

- Exam – oral examination defense of a brand development project according to an individual assignment - max 100 points.

Aims

The aim of the course is to introduce the concept to develop competitiveness based on brand development. Students will learn about approaches to strategy, competitiveness and brand development. Students will know the terminology of brand development approaches. They will learn the techniques of brand development in the context of the business model and value proposition. Students will be able to design and implement brand development practices. They will learn the principles of brand development in the context of different stages of business development. They will be able to decide which brand development approach is appropriate given the strategic objectives of the business.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAPFERER, Jean-Noël, 2012. The new strategic brand management: advanced insights and strategic thinking. 5th ed. London: Kogan Page. ISBN 978-0749465155. (EN)
KELLER, Kevin Lane a SWAMINATHAN, Vanitha, 2020. Strategic brand management: building, measuring, and managing brand equity. Fifth edition. Harlow: Pearson. ISBN 978-1-292-31496-9. (EN)
KOTLER, Philip and ARMSTRONG, Gary, 2018. Principles of marketing. 17. edition. Pearson. ISBN 978-1-292-22017-8. (EN)

Recommended reading

GRANT, Robert M., 2024. Contemporary strategy analysis. 12th ed. Wiley. ISBN 978-1-394-25156-8. (EN)
OSTERWALDER, Alexander a PIGNEUR, Yves, 2010. Business Model Generation - A Handbook for Visionaries Game Changers and Challengers. John Wiley. ISBN 978-0470-87641-1. (EN)

Classification of course in study plans

  • Programme BAK-EAM Bachelor's

    specialization BAK-EAM-EP , 2 year of study, winter semester, elective

Type of course unit

 

Lecture

26 hod., compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

  1. The basic idea of brand development and its presentation, motives for brand development, the importance of the brand from the point of view of companies and customers
  2. Brands of start-up companies and its importance at different stages of business development.
  3. Brand and its basic characteristics, the three aspects of a successful business and a successful brand, the brand development framework of the “Four Bubbles” model
  4. Competitive strategy in the context of brand, the role of brand in terms of business model and value proposition, customer value. Brand as an approach to strategy assessment.
  5. Research and analytical approach to brand development, BEA1 approach to brand development,
  6. Market structure assessment from a brand perspective, competitor and customer analysis in brand development.
  7. Brand identity and brand elements, brand positioning, brand promise.
  8. Brand performance - awareness, recognition, association, perception and recall
  9. Differences in brand development in service and product areas, brand in B2B and B2C markets
  10. Strategic, tactical and operational view of brand and brand development
  11. Brand development framework - lean option and holistic approach
  12. Brand development implementation plan
  13. Brand development as an approach to business and business idea development

Exercise

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

  1. Defining brand development - the brand challenge
  2. Research and analysis for brand development
  3. Presentation of the brand development project plan
  4. Project consultation and case study
  5. Workshop - brand development framework
  6. Defence of the final brand development project

Individual preparation for an ending of the course

61 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Self-study

40 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.