Corporate Identity

Teaching results

Students will possess following abilities:
- Understand the important role that building a company's identity plays in creating a competitive advantage for companies at the international level
- Identify key elements of Corporate Identity in the historical conditionality of their development and importance in consolidating the position of companies in international markets
- Discuss the current positions of individual elements of Corporate Identity and differentiate their importance in creating the optimal business strategy of companies
- Understand the flexibility and changes in strategies in building corporate identity in the context of the hectic development of the characteristics of the corporate international macro-environment and micro-environment.
Students will obtain following skills:
-Get an overview of the current problems of building a corporate identity and in connection with the unique challenges facing corporate management in a dynamic global environment.
-Apply relevant knowledge of the global macro environment, as well as knowledge of how to use changes in the macro environment to make the right decisions to build a corporate identity with an emphasis on its individual elements and thus gain a competitive advantage.
-Acquire the ability to orientate on important global social issues of the macro and micro environment, including environmental issues, ethics and corporate social responsibility. Transform the above knowledge into relevant decisions on changes in the strategy of building the corporate identity of individual phases of the international business strategy.
- To be able to apply and use new trends in building corporate identity or. current new approaches related to CI, evaluate their positives-negatives in the possibilities of application to the business strategy of the company.
Students will gain following competences:
- Carry out well-founded analyses of relevant variables of current, internationally recognized outputs, studies, materials and other databases of an interdisciplinary nature and apply them optimally in the creation of corporate identity building strategies
- Develop strategic thinking in the context of current complex problems and challenges in the context of knowledge acquisition how to know how to apply and use new trends in building corporate identity and transform them into a business strategy
- Factually present, clearly communicate, argue and critically evaluate the acquired database of knowledge in the optimal applications of creative changes in building Corporate Identity as well as related innovative approaches supporting the strengthening of the company's position in international markets.