Course detail

Competitiveness and Branding of Small Company

FP-BCCSMEAcad. year: 2025/2026

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

English

Number of ECTS credits

6

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

Not applicable.

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

The main course objective is introduction of concept of strategic approach to the development of small and middle-sized companies with specific focus on own competitiveness, communication and brand development.

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

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

HAWKINS, D.I., and D. L. MOTHERSBAUGH. Consumer Behavior: Building Marketing Strategy. 13. Boston: McGraw-Hill Higher Education, 2015. ISBN 978-1259232541.
HITT, M.A., IRELAND, R.D. and R.E. HOSKISSON. Strategic Management - Competitiveness and Globalization: Concepts and Cases. 12th ed. South-Western College Pub, 2017. 896 p. ISBN 978-1-305-50214-7.
KAPFERER, J.N. The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). 5th ed. Kogan Page, 2012. 512 p. ISBN 0749465158.
PELSMACKER, P.D., GEUENS, M., and J.V.D. BERGH. Marketing communications: a European perspective. 4th ed. Harlow: Pearson, 2010, xxiii, 660 s. ISBN 978-0-273-72138-3.

Recommended reading

COLLIS, D.J. and C.A. MONTGOMERY. Corporate strategy - Resources and the Scope of the Firm. 2nd ed. McGraw-Hill, 2004. 204 p. ISBN 978-0072312867.
DOYLE, P. Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. 2. vydání. Chichester: Wiley, 2008. ISBN 978-0-470-77314-7.
FILL, C. Marketing Communications: Interactivity, Communities and Content. Harlow: Prentice Hall, 2009. ISBN 978-0-273-71722-5.
HOLLENSEN, A. and V. MAILA. Marketing management: a relationship approach. 2nd ed. Harlow: Financial Times Prentice Hall, 2010. ISBN 978-027-3706-830.
KELLER, K.L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, c2013, 562 p. ISBN 978-013-2664-257.
PORTER, M. E. Competitive Advantage. First Free Press Export Edition: Free Press 2004. 557 s. ISBN: 0-7432-6087-2.
STAHLBERG, M. and V. MAILA. Shopper marketing: how to increase purchase decisions at the point of sale. Philadelphia: Kogan Page, c2010. ISBN 978-074-9457-020.

Classification of course in study plans

  • Programme BAK-ESBD Bachelor's 2 year of study, summer semester, compulsory

Type of course unit

 

Lecture

26 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Exercise

13 hod., compulsory

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.