Trademark Europe 2122-M-W3MAREU-ME
Students learn the definition of the term "brand"; the ways of the construction of its image (brand image), defining personality (brand personality); become familiar with the views of eminent marketers as David Ogilvy, Simon Anholt and Uche Nworah. On the specific examples (case studies), they practice the selection principes of brand name and logo. Students learn techniques of national branding (eg SWIP), place branding. They learn and practice the quantitative and qualitative research (focus group interviews - FGI and IDI -
deepened individual interviews). They learn the principles of the ethical marketing, the Polish and European research institutes.
The student must spend 180 hours to achieve the learning outcomes, including:
45 hours - obligatory participation in classes
45 hours - preparation for the test
20 hours - current preparation for each classes
25 hours - preparation of presentation
45 hours - own research report
Learning outcomes
During the course a student gets:
Knowledge:
- in the field of brand management process;
- about the techniques of national branding;
Skills:
- the use of quantitative and qualitative research to measure a brand and the ability to critically analyze its effectiveness and usefulness in a particular case;
Attitudes, including:
- the ability to work systematically;
- the ability to supplement the acquired knowledge;
- the cooperation in the group.
Assessment criteria
The completion of the course consists of three elements:
1. Presence
Is allowed 1 absence, in exceptional cases 2 - but it is combined with the need to pass the final test. Even one absence does not relieve from the obligation of providing a homework on time. Students who have more than 2 absences will not be classified.
Students who have individual mode study or reside on Erasmus and will not participate in the classes must report it in the first week of classes.
2. Activity
During the four classes, students have the opportunity to demonstrate their activity. They develop independently the appropriate topics. Each work can get from 1 to 3 points (0 points -work requiring improvement). The substantive content is evaluated. Detailed rules for the assessment of the presentation will be presented by the leading person during the first classes.
3. Test
During last classes will be held the test for students who, during the course received an insufficient number of points for the activity, want to improve the evaluation (3), come up to the test because of the absence of two classes, come up to the test because of absence from classes due to the individual course of study or Erasmus.
Bibliography
Basic literature:
Anholt S., Sprawiedliwość marek. Jak branding miejsc i produktów może uczynić kraj bogatym, dumnym i pewnym siebie, Warszawa 2006
Anholt S., Tożsamość konkurencyjna. Nowe spojrzenie na markę, Warszawa 2007
Gwóźdź A, (red.), Branding narodowy – między marketingiem a medialnym autoportretem w Od przemysłów kultury do kreatywnej gospodarki, Narodowe Centrum Kultury, Warszawa 2010, str. 180-204
Hereźniak M., Marka narodowa. Jak skutecznie budować wizerunek i reputację kraju, Warszawa 2011
Kall J., Kłeczek R., Sagan A., Zarządzanie marką, Kraków 2006
Kotler Ph., Marketing, Rebis 2005
Mediated dialog between cultures. A (dis)trust's impact on minorities' television programmes' production and reception "Człowiek i społeczeństwo" 2010, tom XXXI, Intercultural Dialog on Trust, 2010, str. 111-122
Moilanen T., Rainisto S., How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding, Basingstoke
Additional literature:
J. Altkorn, Strategia marki, Warszawa 2001
L. de Chernatony, MARKA. Wizja i tworzenie marki, Gdańsk 2003
J. Kall , R. Kłeczek, A. Sagan, Zarządzanie marką, Wydawnictwo Oficyna Ekonom., 2005
P. Kotler, Marketing, Dom Wydawniczy REBIS 2005