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Lecturer(s)
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Kožená Marcela, doc. Ing. Ph.D.
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Moravcová Jana, Ing. Ph.D.
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Course content
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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.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Demonstration
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Learning outcomes
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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.
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Prerequisites
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The course assumes knowledge of marketing at the bachelor´s degree.
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Assessment methods and criteria
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Written examination, Home assignment evaluation
The graded assignment is granted upon completion of the seminar paper and passing the written test.
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Recommended literature
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ČICHOVSKÝ, L.:. Marketing konkurenceschopnosti. 1. vyd. Praha: Radix, 2002.
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DRUCKER, P.:. Výzvy managementu pro 21. století. Praha: Management Press, 2001.
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Kožená, M.:. Environmentální aspekty konkurenceschopnosti podniku. Pardubice: Univerzita, 2007 ISBN 978-80-7395-2.
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MEFFERT, H.:. Marketing management. Praha: Grada Publishing, 1996.
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