Evaluation is based on points from the project and its defence. Score can be as following:
• Evaluation of continuous work at seminars – up to 60 points (four tasks during whole semester – each up to 15 points).
• Project defense – up to 60 points – based on team discussion. Students must prove both practical knowledge of solved problem and knowledge of theoretical background.

Project elaboration and project defense
Project focused on brand development is solved in teams (3 – 8 members). Detailed specification of project and all tasks will be available in e-learning. Students must establish team, define the project goal and submit the specification of assignment until 6th week of semester. One consultation, at least, is compulsory before submission. Final defense will be realized during exam period. Time reserved for on defense is 60 – 120 minutes. Whole team must participate. Missing members must come individually. Whole project must be submitted in the last week of semester - electronic version, pdf file (use surname of one management member as file name). The defense tests both practical knowledge of solved problem and knowledge of theoretical background. Whole team is evaluated. Peer evaluation of team members can be part of evaluation.

Student who does not work in team must follow conditions for ISP and rule of absence is applied for him/her – see penalization.

Penalization:

• each absence “-5” points from the final score
• more than 4 absences means not passed in this course.

Final mark follows from number of points and respect ECTS. Retakes are defined by Study and Examination Code.

Students with ISP

Student will elaborate all tasks and project and must the final defense. Student with ISP must work individually and does not present individual task during semester. Rule of absence is not applied for him/her.

Topics (each topic is usually discussed in two weeks)

1. Brand development as strategic concept. Brand as complex business concept. Types of brands. Brand elements. Brand as competitive factor. Brand and customer value. Levels of brand utilization.
2. Strategic brand management in the context of hierarchy of firm strategy. Brand architecture. Multi-brand portfolios. Structure of brand development strategy.
3. Tactical and operational level of brand development. Brand development planning and evaluation. Implementation tools. Presentation of brand proposal.
4. Internal and external factors of brand development. Analytical tools for strategic brand development.
5. Concepts of brand identity, brand personality and brand perception. Development of brand for company, store, product and service.
6. Managing global brands. Growth of local brands. Brand extension. Change of brand.

Penalization:

• each absence “-5” points from the final score
• more than 4 absences means not passed in this course.

• Programme MGR-IBM Master's 1 year of study, summer semester, compulsory
  
• Programme MGR-SRP Master's 1 year of study, summer semester, compulsory-optional
  

• Programme MGR-Z Master's

  branch MGR-Z , 1 year of study, summer semester, elective