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Course detail
FP-BCCSMEAcad. year: 2023/2024
The course focuses on the brand development and competitiveness of small and medium-sized companies and entrepreneurial projects, at various stages of development. It presents practical approaches to competitiveness and brand development in the context of the business model. Competitiveness is based on Porter's modified concept of competitive strategies and the concept of success-ability. The basic approach to brand development is based on identity and positioning. The brand development framework mainly includes brand elements, building brand awareness and brand associations, including overall brand perception.
Language of instruction
Number of ECTS credits
Mode of study
Guarantor
Department
Entry knowledge
Rules for evaluation and completion of the course
Evaluation is based on points from the project, its defence and points from oral exam focused on the development of brand of own project:• Evaluation of international project - up to 50 points. • Exam – oral examination focused on development of brand of own project or company – up to 50 points
Final evaluation reflects absence in sessions. Attendance at lectures and seminars is required and controlled. Each absence is penalized with 2 points subtraction from the final score. Maximal number of absence is 4.
Final mark follows from number of points and respect ECTS. Retakes are defined by Study and Examination Code.
Students with ISP
- elaboration of a brand development project according to an individual assignment - max 100 points.
Aims
Students will be introduced to concepts of strategy, competitiveness and brand development. Students will learn application of success-ability concept in small and middle-sized companies. Students will be able to define and evaluate strategic goals for company development on the base of analysis of competitive environment. Students will be able to choose appropriate approach to the development of competitive advantage and competitiveness of small and middle-sized company. Students will be familiar with principles of development of value, resources, core competencies and brand development in the context of company competitiveness. Student know theoretical concepts of, strategy, competitiveness and brand evaluation and will be able to implement them in practice. Student will understand differences between marketing communication tools in context of brand, product and company. Students will be capable to decide about approach to brand development in the context of strategic entrepreneurial goals.
Study aids
Prerequisites and corequisites
Basic literature
Recommended reading
Elearning
Classification of course in study plans
branch BAK-ESBD , 2 year of study, summer semester, compulsory
Lecture
Teacher / Lecturer
Syllabus
The basic idea of brand development and presentationMotives for brand developmentThe importance of the brand from the point of view of companies and organisationsBrand and its basic characteristicsThree aspects of a successful business and a successful brandThe BEA1 approach to brand developmentResearch and analytical approach to brand developmentBrand development framework of the "Four Bubbles" modelEvaluating the market structure from a brand perspectiveBrand identity and positioning Brand elementsBrand value, customer valueBrand awareness, brand recognition, brand association, brand imageStrategic, tactical and operational view of the brand and its developmentCompetitor brand analysisBrand evaluation from a customer perspectiveBuilding a brand development framework - lean variant and comprehensive frameworkCompetitive environment and its assessmentMarket and customer segmentationCreating value for the customerCompetitive strategy
Exercise
Elaboration of the brand development project.