Course in English Language 1
FP-Rpaj1KAcad. year: 2019/2020
Competition international competitive environment in the context of strategic development of brand.
Analysis and evaluation of basic brand elements.
Brand identity and brand personality evaluation.
Learning outcomes of the course unit
Students will be familiarized with the approaches to the definition of competitive environment, competition, competitive advantage and competitiveness in the context of brand development.
Students will learn practical approaches to brand development for competitiveness strengthening. Students will be able to define and use tools of evaluation of competitiveness and competitive environment for brand development.
The subject expects the knowledge of basic elements of management as well as processes applied. Moreover, students must be also acquainted with basic marketing terms and procedures applied in management of a company.
Recommended optional programme components
Recommended or required reading
HITT, M.A. - IRELAND, R.D. - HOSKISSON, R.E. Strategic Management - Competitiveness and Globalization: Concepts. 6th ed. South-Western College Pub, 2004. 544 p. ISBN 0324275307 (EN)
COLLIS, D.J. - MONTGOMERY, C.A. Corporate strategy - Resources and the Scope of the Firm. 1st ed. McGraw-Hill, 1997. 764 p. ISBN 0-256-17894-1 (EN)
GRIFFIN, R.W. - PUSTAY, M.W. International Business - A Managerial Perspective. 3rd ed. Prentice Hall, 2002. 652 p. ISBN 0-13-042576-1 (EN)
VODÁČEK, L. - VODÁČKOVÁ, O. Strategické aliance se zahraničními partnery. 1. vyd. Praha: Management Press, 2002.137 s. ISBN 80-7261-058-9 (CS)
BEAMISH, P.W. - MORRISON, A. - ROSENZWEIG, P.M. International Management - Text and Cases. 3rd ed. Irwin, 1997. 604 p. ISBN 0-07-114900-7 (EN)
VODÁČEK, L. - VODÁČKOVÁ, O. Malé a střední podniky: konkurence a strategické aliance v Evropské unii. 1. vyd. Praha: Management Press, 2004.192 s. ISBN 80-7261-099-6 (CS)
RUGMAN, A.M. - HODGETS, R.M. International Business. 3rd ed. Prentice Hall, 2003. 628 p. ISBN 0-273-67374-2 (EN)
Planned learning activities and teaching methods
Lectures consist of an explanation of basic principles, methodology of the discipline, problems and their solutions.
Assesment methods and criteria linked to learning outcomes
Students will prepare project focused on evaluation of selected brand for the final exam. Exam is organized in form of project defence. Students must prove both theoretical knowledge and practical skills needed for problem solution. Project is elaborated in team or individually. Team consists of 3 up to 8 people. When elaborated in team, whole team must participate in final defence. Whole team performance is evaluated. Peer evaluation of team members is part of evaluation. Individual evaluation can be modified on the base of individual performance and knowledge of relevant theory. Project has to be delivered at least one week before the exam.
Language of instruction
1. Competition and competitive range of brand
2. Competitiveness of company and strategic brand development
3. Brand elements
4. Brand identity and brand personality
5. Methodology of brand evaluation
6. Aspects of brand development
The primary goal of the course is definition of competitiveness based on strategic brand development in contemporary business environment. Course integrates theoretical and practical knowledge relevant for company competitiveness development, brand analysis and competitive environment understanding.
Specification of controlled education, way of implementation and compensation for absences
Attendance at lectures is recommended as well as studying of basic literature. Control is in teacher’s competence. Projects are discussed as well during lectures.