Course: Enterprise Competitivness

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Course title Enterprise Competitivness
Course code UPEM/PKSP
Organizational form of instruction Lecture + Lesson
Level of course Master
Year of study 1
Semester Winter
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Kožená Marcela, doc. Ing. Ph.D.
  • Školudová Jana, Ing. Ph.D.
Course content
Conception of competitive advantage and its use in business. Approaches to competitive advantages from historical point of view. Competitive potential of a company. Types of competitive advantages. Competitive advantages of an extent and quantity. Competitive advantage on the side of product. Competitive advantage on the side of costumers and other types of competitive advantages. European and world competitive environment. Competitive strategy, case study. Maintenance instruments, respectively improvement of competitive position. Reengineering, instrument of competitiveness increase in a company.

Learning activities and teaching methods
Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Demonstration
Learning outcomes
The aim of the course is to acquaint the students with special managerial knowledge and skills needed in the process of searching for competitive advantage at all levels of company management. Within the course students will be acquainted with the knowledge of historical and contemporary approaches in determination of competitive advantage sources. Opportunities to gain any competitive advantage in business and management of organizations are analyzed on the basis of theoretical knowledge. Furthermore, students will be taught how to determine the company competitive position and strategic approaches leading to strengthening of its position in the market including globalization.
A student will master the knowledge of historical and contemporary approaches to determining the sources of competitive advantage.
Prerequisites
The course assumes knowledge of marketing at the bachelor´s degree.

Assessment methods and criteria
Written examination, Home assignment evaluation

The graded assignment is granted upon completion of the seminar paper and passing the written test.
Recommended literature
  • ČICHOVSKÝ, L.:. Marketing konkurenceschopnosti. 1. vyd. Praha: Radix, 2002.
  • DRUCKER, P.:. Výzvy managementu pro 21. století. Praha: Management Press, 2001.
  • Kožená, M.:. Environmentální aspekty konkurenceschopnosti podniku. Pardubice: Univerzita, 2007 ISBN 978-80-7395-2.
  • MEFFERT, H.:. Marketing management. Praha: Grada Publishing, 1996.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics and Administration Economics and Enterprise Management (2013) Economy 1 Winter
Faculty of Economics and Administration Economics and Enterprise Management (2014) Economy 1 Winter
Faculty of Economics and Administration Economics and Enterprise Management (2015) Economy 1 Winter