SEMM720 Бранд мениджмънт 1
Анотация:
This course aims to familiarize the students with the world of the marketer as a whole and that of the brand manager in particular. Extensively and in detail are describe and analyzed the concepts and tools that are operated in this sector and the related professional positions. The main task of the study material is to build a rich knowledge base about the work of the marketing specialist, managing brands, their elements and communication. In the course prevail lectures and case studies describing the brand and its management from different perspectives, letting the students enrich their general knowledge on the subject and acquire flex skills that will be useful for their future realization. In this regard, during the course students are asked to work in small teams to set their original course projects related to the construction and management of a brand extension, whose development will be monitored and discussed in a form of workshop (working discussions).
Преподавател(и):
проф. Кристиан Банков д.н.
доц. Димитър Трендафилов д-р
Описание на курса:
Компетенции:
After completing successfully this course the students will:
1) know:
• What is a brand and what concepts underlie its management;
• How to build and develop a brand with all its elements;
• What are the basic tools of brand management;
• What are the main characteristics of commercial communication.
2) are capable of:
• using freely the basic terminology of branding and brand management;
• Building and managing brands over time and in different markets;
• Applying an interdisciplinary approach to the analysis of ongoing advertising campaigns and promotions.
Предварителни изисквания:
• Basic knowledge in marketing and economics
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
1 Presentation of the course - main themes, concepts, tasks. Introduction to the theory of branding and the position of the "brand manager".
2 Historical roots of the brand. "Brand meaning", definition and strategies. Awareness of the brand and its structure.
3 Concept of "Brand Equity". Consumer oriented Brand Equity.
4 Selecting the elements to construct the brand equity - introduction. Name, logo and symbols of the brand.
5 Workshop to launch the course project. Introducing characters and slogan.
6 Workshop. Entering package, jingle, wrestling phrase.
7 Workshop. 5-D and emotional branding.
8 Workshop on additional elements of the brand.
9 The brand on the Internet - websites, e-commerce, social networking, blogs.
10 Workshop on brand communication on the Internet.
11 Brand strategy and development of the brand over time.
12 Workshop on the future development of the brand.
13 Introduction of new products and product extensions.
14 Workshop on extensions of the brand.
15 Overview course and workshop to present the final version of the course project.
Литература по темите:
River, NJ: Prentice Hall, 2013). Printed and electronically reproduced by permission of Pearson Education, Inc., Upper Saddle River, NJ.
Complete Idiot’s Guide to Brand Management, P. F. Nikolino (2000), Indianapolis: Alpha Books;
Brand Meaning, M. Batey (2008), New York/London: Routledge;
Brand Relevance. Making Competitors Irrelevant, D. Aaker (2011), San Francisco, CA: John Wiley & Sons, Inc.;
Marketing Communications Management: Concepts and Theories, Cases and Practices, P. Copley (2004), GB: Elsevier Butterworth-Heinemann;
Positioning: The Battle for Your Mind, Al Reis, J. Trout (1981), McGrow-Hill;
Pro Logo. Brands as a Factor of Progress, M. Chevalier, G. Mazzalovo (2004), UK: Palgrave Macmillan;
Strategic Brand Management. Building, Measuring, and Managing Brand Equity, K. L. Keller (1998), New Jersey: Prentice Hall, Inc.;
The New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term, J.-N. Kapferer (2008), London/Philadelphia: Kogan Page Ltd.
Средства за оценяване:
TEST 20%
WRITTEN ASINGMENT 30%
PRACTICAL ASSIGNMENT 50%
PORTFOLIO
ORAL EXAM
PARTICIPATION IN SEMINAR
ESSAYS