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):
гл. ас. 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:
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