SEMM735 Самостоятелна работа: Бранд мениджмънт 1
Анотация:
The course is extracurricular form of practice accompanying lectures "Brand Management 1". Its main function is to introduce students to work on real problems and case studies from the daily experience of brand managers to improve the quality of their skills and strengthen their knowledge of the lectures in the main course. Encourages creativity, use of diverse sources of information, ingenuity and meet deadlines in implementing the independent project. If the assignment is larger, it provides teamwork from which are expected higher results.
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:
No
Форми на провеждане:
Редовен
Учебни форми:
Самостоятелна работа
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
Литература по темите:
Kevin Lane Keller 2013, Strategic Brand Management. Building, Measuring, and Managing Brand Equity, 4th ed. (Upper Saddle 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
WRITTEN ASINGMENT 100%
PRACTICAL ASSIGNMENT
PORTFOLIO
ORAL EXAM
PARTICIPATION IN SEMINAR
ESSAYS