Course detail

Course in English Language 2

FP-Rpaj2PAcad. year: 2019/2020

Strategic brand development in international environment.
Brand as competitive factor.
Evaluation of brand development potential.
Formulation of brand development strategy.
Visualization of brand development.

Learning outcomes of the course unit

Students will be introduced to possible approaches to defining of strategy of brand development. They will become acquainted with non-traditional concepts of formulation and presentation of the brand development proposal. They will be able to define and implement strategic link od brand development and strategic development of the company.

Prerequisites

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.

Co-requisites

Not applicable.

Recommended optional programme components

Not applicable.

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 development 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

English

Work placements

Not applicable.

Course curriculum

Strategic brand development in international environment.
Brand as competitive factor.
Evaluation of brand development potential.
Formulation of brand development strategy.
Visualization of brand development.

Aims

Primary objective of the subject is to define the concept of the competitiveness development on the base of brand development in contemporary international competitive environment.

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.

Classification of course in study plans

  • Programme MGR-Z Master's

    branch MGR-Z , 1. year of study, summer semester, 3 credits, optional

  • Programme MGR Master's

    branch MGR-ŘEP , 2. year of study, summer semester, 3 credits, compulsory-optional

Type of course unit

 

Lecture

10 hours, compulsory

Teacher / Lecturer

eLearning