Course detail
Course in English Language 2
FP-Rpaj2PAcad. year: 2023/2024
Strategic brand development in international environment.
Brand as competitive factor.
Evaluation of brand development potential.
Formulation of brand development strategy.
Visualization of brand development.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Entry knowledge
Rules for evaluation and completion of the course
Assessment methods (weight percent)
Lectures and assignments 30%
Examination (written) 70%
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.
Aims
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.
Study aids
Prerequisites and corequisites
Basic literature
GRIFFIN, R.W. - PUSTAY, M.W. International Business - A Managerial Perspective. 3rd ed. Prentice Hall, 2002. 652 p. ISBN 0-13-042576-1 (EN)
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)
RUGMAN, A.M. - HODGETS, R.M. International Business. 3rd ed. Prentice Hall, 2003. 628 p. ISBN 0-273-67374-2 (EN)
Recommended reading
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)
VODÁČEK, L. - VODÁČKOVÁ, O. Strategické aliance se zahraničními partnery. 1. vyd. Praha: Management Press, 2002.137 s. ISBN 80-7261-058-9 (CS)
Classification of course in study plans