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Lecturer(s)
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Course content
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Discussed topics: - theoretical introduction to the issue of brand management; - definition of concepts related to brand management and their application in practice; - work with real clients on the basis of brand assignment; - preparation of individual phases of the brief, consultations with clients; - preparation of the overall concept of the brief, its elaboration and defense; - public presentation demonstrating the ability to prepare the right strategic solution in the client's budget combined with argumentation.
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Learning activities and teaching methods
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Dialogic (Discussion, conversation, brainstorming), Analysis of a presentation, Individual work of students, Dealing with situational issues - learning in situations
- Home preparation for classes
- 20 hours per semester
- Term paper
- 20 hours per semester
- Participation in classes
- 26 hours per semester
- Preparation for course credit
- 24 hours per semester
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| prerequisite |
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| Knowledge |
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| No prerequisites are specified for passing the course. |
| No prerequisites are specified for passing the course. |
| learning outcomes |
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| knowledge of the principles and methods of brand building |
| knowledge of the principles and methods of brand building |
| knowledge of strategic branding approaches |
| knowledge of strategic branding approaches |
| knowledge of design thinking in brand building |
| knowledge of design thinking in brand building |
| knowledge of brand components |
| knowledge of brand components |
| knowledge of creating assignments for brand building |
| knowledge of creating assignments for brand building |
| Skills |
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| create an assignment for brand creation |
| create an assignment for brand creation |
| apply design thinking methods for brand buiding |
| apply design thinking methods for brand buiding |
| create a strategic plan for branding |
| create a strategic plan for branding |
| present the brand design to the client |
| present the brand design to the client |
| measure brand image |
| measure brand image |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Individual work of students |
| Analysis of a presentation |
| Analysis of a presentation |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Practice exercises |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Preparation of a presentation |
| Preparation of a presentation |
| Analysis of a presentation given by the student |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
| Analysis of a presentation given by the student |
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Recommended literature
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CAMILLERI, Mark Anthony. Strategic corporate communication in the digital age. U.K.: Emerald Publishing Limited, 2021. ISBN 9781800712645.
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HEDING, Tilde; KNUDTZEN, Charlotte F. a BJERRE, Mogens. Brand management: mastering research, theory and practice. London: Routledge, Taylor & Francis Group, 2020. ISBN 978-0-367-17257-2.
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CHERNEV, Alexander. Strategic marketing management. Chicago: Cerebellum Press, 2018. ISBN 9781936572502.
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KOTLER, Philip a KELLER, Kevin Lane. Marketing management. Boston: Pearson, 2016. ISBN 978-1-292-09262-1.
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KOTLER, Philip; KARTAJAYA Hermawan a SETIAWAN, Iwan. Marketing 5.0: technology for humanity. Hoboken: John Wiley, 2021. ISBN 978-1-119-66851-0.
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PARNELL, John A. Strategic management: theory and practice. 2014. ISBN 9781452234984.
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PAYNE, Adrian a FROW, Pennie. Strategic customer management: integrating relationship marketing and CRM. Cambridge: Cambridge University Press, 2013. ISBN 9781107333192.
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