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Lecturer(s)
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Course content
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- Most frequent models of brandbuilding. - New findings from neurosciences - new paradigms. - Alternative models of brandbuilding. - "What if" method and brand innovations.
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming), Observation, Demonstration, Projection (static, dynamic), Activating (Simulation, games, dramatization)
- Home preparation for classes
- 16 hours per semester
- Participation in classes
- 14 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of branding principles |
| knowledge of branding principles |
| knowledge of brand strategy designing |
| knowledge of brand strategy designing |
| knowledge of branding trends |
| knowledge of branding trends |
| knowledge of the psychological effect of the brand |
| knowledge of the psychological effect of the brand |
| knowledge of trends in brand innovation |
| knowledge of trends in brand innovation |
| Skills |
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| create a brand strategy proposal |
| create a brand strategy proposal |
| assess the suitability of a specific brand strategy |
| assess the suitability of a specific brand strategy |
| propose a brand innovation |
| propose a brand innovation |
| design a brand communication plan |
| design a brand communication plan |
| evaluate the effectiveness of the branding strategy |
| evaluate the effectiveness of the branding strategy |
| teaching methods |
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| Knowledge |
|---|
| Lecturing |
| Lecturing |
| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Observation |
| Observation |
| Dialogic (Discussion, conversation, brainstorming) |
| Projection (static, dynamic) |
| Demonstration |
| Demonstration |
| Projection (static, dynamic) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Essay |
| Essay |
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Recommended literature
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Aaker, D. A. Brand Building. Computer Press, 2003.
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Ariely, D. Jak drahé je zdarma. Práh, 2009.
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Ariely, D. Predictably Irrational. Harper Collins, 2008.
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Ariely, D. Predictably Irrational. Harper Collins, 2009.
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Grant, J. Brand Inovation Manifesto.
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Lehrer, J. Jak se rozhodujeme. Dokořán, 2009.
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Lindstrom, M. Buyology. Doubleday, 2008.
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Mark, M., Pearson, C. S. The Hero and The Outlaw. McGraw-Hill, 2004.
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Schwartz, B. The Paradox of Choice. Harper Collins, 2004.
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Zaltman, G., Zaltman, L. H. Marketing Metaphoria. Harward Business Press, 2008.
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