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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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IDEO: The Human-Centered Design Toolkit.
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Aaker, D.A. Brand Building - bodování značky. Brno : Computer Press, 2003. ISBN 80-7226-885-6.
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AAKER, David A. Creating signature stories: strategic messaging that persuades, energizes and inspires.. 2018. ISBN 978-1683506119.
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Brown, Daniel M. Communicating design : developing web site documentation for design and planning. Berkeley, CA : Peachpit Press : New Riders, 2007. ISBN 321392353.
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Johnson, Michael. Branding: in five and a half steps. London: Thames & Hudson, 2016. ISBN 9780500518960.
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KELLER, K. L. Brand Management. 2nd ed. New Jersey: Prentice Hall. 2003. ISBN 0-13-041150-7.
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Keller, Kevin Lane. Strategic brand management : building, measuring, and managing brand equity. 3rd ed. Upper Saddle River, N.J.: Pearson Education International, 2008. ISBN 978-0-13-233622-2.
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KOTLER, Philip a Kevin Lane KELLER. Marketing management. Praha: Grada, 2013. ISBN 978-80-247-4150-5.
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Neumeier, Marty. The brand flip: why customers now run companies - and howu to profit from it: a whiteboard overview. San Francisco, 2016. ISBN 9780134172811.
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Neumeier, Marty. The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview. Rev. ed. Berkekley, CA : New Riders, 2006. ISBN 0-321-34810-9.
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PARNELL, John A. Strategic management: theory and practice. 2014. ISBN 9781452234984.
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