Brand Management 1155-12-M22-BA-BrMan

Program includes:
What is a brand? – idea, definitions and interpretations;
Brand management proces;
Brand classification – types of brands;
Brand structure: 4 levels of brand by L. de Chernatony and Brand identity vs. brand image (Kapferer’s brand identity prism)
The role of brands in customer’s purchasing process;
The benefits of effective brand management;
Brand equity – brand loyalty, name awareness, perceived quality, brand association, other proprietary brand assets;
Brand communication system;
Examples of local and global successful brands.

Total student workload

Classes requiring direct participation of teacher: - lecture 15h, - tutorials 15h, - consultations 35h. Praparation for classess, reading articles - 10h, Self-study: individual and team projects realization (data collecting, creative work, presentation preparation) - 35h Self-study: preparation for the test - 18h

Learning outcomes - knowledge

Student explains and interprets from the management science perspective: mechanisms of the brand influences on consumers and the importance of a strong brand to build a sustainable competitive business (K_W04)

Learning outcomes - skills

Student designs brand building process and also can evaluate its effects (K_U02)

Learning outcomes - social competencies

Student: - works in a team in order to solve problems and, including in particular projects related to the development of an organisation (K_K06) - has competencies in formulating communicatively and transmitting their thoughts, opinions and any information (K_K03)

Teaching methods

Lecture with PP presentation, discussion, teamwork, case study analyzing, projects

Expository teaching methods

- participatory lecture
- informative (conventional) lecture
- discussion
- description

Exploratory teaching methods

- practical
- observation

Prerequisites

General knowledge in marketing and management

Course coordinators

Barbara Józefowicz

Assessment criteria

Tutorials:
Team projects:
- research project on Brand (50%);
- presentation and evaluation of a chosen brand building proces( 50%).
individual activity increases the grade by 0.5 grade.

Lecture:
Exam - written test covering topics discussed during the lecture (100%)

Additional information

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

Description of 1155-12-M22-BA-BrMan in USOSweb