Course detail

Brand Strategy of Small Company

FP-BBSSCAcad. year: 2026/2027

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.

Language of instruction

English

Number of ECTS credits

5

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

Knowledge of marketing, management, and approaches to idea development.

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 aim of the course is to introduce the concept of strategic brand development. Students will learn about approaches to brand strategy and development. Students will master the terminology of brand development approaches. They will learn to apply brand development procedures in the context of a business model and value proposition. Students will be able to design and implement brand development procedures. They will become familiar with the principles of brand development in the context of various stages of company development. They will be able to decide which approach to brand development is appropriate in view of the company's strategic goals.

The course supports the fulfillment of the following educational objectives of the program in particular: Identification and validation of ideas and business opportunities, strategic approach to development management, management of the life cycle of ideas and businesses, and brand building.

Study aids

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.

OSTERWALDER, Alexander a PIGNEUR, Yves, 2010. Business Model Generation - A Handbook for Visionaries Game Changers and Challengers. John Wiley. ISBN 978-0470-87641-1.

GRANT, Robert M., 2024. Contemporary strategy analysis. 12th ed. Wiley. ISBN 978-1-394-25156-8.

Prerequisites and corequisites

Not applicable.

Basic literature

GRANT, Robert M., 2024. Contemporary strategy analysis. 12th ed. Wiley. ISBN 978-1-394-25156-8. (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)
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)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme BAK-ESBD 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.

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 hours, 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

Professional Knowledge

  • The student knows the key concepts, principles, and approaches to strategic brand development for small and medium-sized companies and business projects.
  • The student understands the link between brand, business model, value proposition, and business development.
  • The student is familiar with brand identity, positioning, brand promise, brand performance, and brand development implementation.

Professional Competencies

  • The student is able to assess the brand situation in the context of the company's development phase, market, and strategic goals.
  • The student can evaluate the suitability of different approaches to brand development with regard to the type of company and market characteristics.
  • The student is able to link brand decisions with the strategic development of the company and business project.

Professional skills

  • Students are able to analyze customers, competition, and the market situation from the perspective of brand development.
  • They are able to propose an identity, positioning, and basic framework for brand development in line with the business model and value proposition.
  • They are able to prepare a basic plan for implementing brand development for a small company or business project.

Self-study

70 hours, optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Individual preparation for an ending of the course

21 hours, optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.