Course detail

Course in English Language 1

FP-Rpaj1PAcad. year: 2020/2021

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.


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)
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.

- project + exam

Language of instruction


Work placements

Not applicable.

Course curriculum

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.

Classification of course in study plans

  • Programme MGR Master's

    branch MGR-ŘEP , 2. year of study, winter semester, 4 credits, compulsory-optional
    branch MGR-PFO , 2. year of study, winter semester, 4 credits, elective

Type of course unit



13 hours, compulsory

Teacher / Lecturer