English

Not applicable.

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.

Lectures consist of an explanation of basic principles, methodology of the discipline, problems and their solutions.

Students will prepare project focused on evaluation of selected brand for the final exam. Exam is organized in form of project defense. 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 defense. 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.
ISP:
- project + exam

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

Not applicable.

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.

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.

Not applicable.

Not applicable.

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