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Lecturer(s)
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Kožená Marcela, doc. Ing. Ph.D.
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Kotková Stříteská Michaela, doc. Ing. Ph.D.
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Course content
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The concept of competitive advantage and its use in business. Analysis of corporate portfolio, diagnostics of competitive environment. Selected methods for company's competitiveness evaluation, measurability of competitive advantages. Competitive strategies, types, implementation. Customer value and its relationship to competitiveness. Competitiveness in B2B markets. Definition of nature of performance measurement and management. Principles of strategic performance management system. Creation and implementation of Balanced Scorecard (BSC) method. Objectives and measures usable in different perspectives of the BSC method. Performance evaluation using the EFQM. Performance and process Benchmarking.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
- Writing a seminar paper
- 30 hours per semester
- Preparation for an exam
- 56 hours per semester
- Home preparation for classes
- 50 hours per semester
- Contact teaching
- 14 hours per semester
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Learning outcomes
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The aim of the course is to acquaint students with special management knowledge and skills, needed in the process of seeking competitive advantage and subsequent performance management, at all levels of corporate management.
A student who has successfully completed a course can: characterize basic types of competitive advantage, its measurability and sustainability, explain basic methods, used in analysing strategic business units of a business and in assessing the competitiveness of products and organisations, explain customer impact on the competitiveness of a business, describe procedures for obtaining and maintaining it, characterize principles and procedures for measuring performance, including tools that can be used for effective ly managing performance, describe the stages of the creation and implementation of the Balanced Scorecard method, EFQM model principles and benchmarking cycle, explain strategic objectives and benchmarks in each area of performance management.A student who has successfully completed a course can: navigate the typology of competitive advantages, assess its relevance and sustainability, evaluate the competitive potential of a particular business using adequate methods, assess the value of the customer in relation to the competitiveness of the business, evaluate the enterprise portfolio and diagnose the competitive environment, apply the aforementioned methods of measuring and managing performance, assign performance measures to specific strategic objectives, evaluate whether the company's performance management system operates on the basis of the right principles. A student who has successfully taken the course is able to: use knowledge of specific methods, procedures and tools to solve competitiveness problems and manage the performance of the business.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation, Student performance assessment
A condition for passing the exam is participation in lectures, preparation of a seminar thesis. The test is written or oral. Knowledge and understanding of the substance is required to pass the test. Organized instruction is on a student's schedule listed for classrooms. At the time of distance learning, it will be implemented online through MS Teams. Furthermore, individual scheduling consultations (IRK) are available to students. They are listed in the student's schedule for the teacher's office. Students can use these consultations if necessary and contact the teacher (at the time of distance instruction using MS Teams).
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Recommended literature
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HES, A., KNIHOVÁ, L. Moderní marketingové trendy. 2023.
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HORVÁTH A PARTNERS. Balanced Scorecard v praxi. Praha, 2014.
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JAKUBÍKOVÁ, D., JANEČEK, P. Strategický marketing: strategie a trendy, 3. přepracované a rozšířené vydání. 2023.
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KAPLAN,R.S., NORTON, D.P. Balanced Scorecard: Strategický systém měření výkonnosti podniku. Praha, 2007.
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KOTLER P. et al. Moderní marketing. Praha, 2007. ISBN 978-80-247-1545-2.
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KOŽENÁ, M. Environmentální aspekty konkurenceschopnosti podniku. Pardubice, 2007.
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NEVES,M.F. et all. Marketing methods to improve company strategy:applied tools and frameworks to improve a company´s competitiveness using a network approach.. New York, 2010.
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WAGNER, J. Měření výkonnosti: jak měřit, vyhodnocovat a využívat informace v podnikové výkonnosti. 2009.
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