Brand Management 2600-MSMdz1zmZM
Course Objective
The aim of the course is to familiarize students with the key aspects of brand operations in the market, including strategy, evaluation methods, and development. The course covers topics related to the origins of product brands, their definitions, and the role of branding in the economy. Students will explore different perspectives on branding, such as trademarks, products, and holistic models, as well as its functions in the context of business strategy.
Course Content
Brand Characteristics
• Origins of product brands
• Overview of brand definitions
• Brand as a trademark
• Brand as a product
• Brand as a holistic model
• Functions of branding
Brand Building and Communication
• Marketing research on brands
• Strategic brand concept (insight, benefit, RTB)
• Verbal and graphic brand presentation
• Brand name structure
• Categories of brand names
• Brand naming process
• Factors influencing brand name selection
• Brand logo design
• Development of brand communication strategy
Brand Evaluation – Determinants of Brand Value
• Brand identity vs. brand image
• Consumer loyalty to the brand
• Brand awareness level
• Perceived brand quality
Brand Evaluation – Choosing a Brand Development/Maintenance Strategy
• Brand evolution over time
• Marketing actions to reinforce brand market position
• Marketing actions to extend brand life cycle
• Brand discontinuation
Types of Product Brands – Brands Differentiated by Their Sender
• Horizontal brand classification
• Vertical brand classification
Retailer Brands
• Conditions for distributor brand development worldwide
• Determinants of retailer brand development in Poland
• Factors related to changes in trade
• Factors related to market demand
• Factors related to supply
• Factors related to the macro environment
Personal Branding
• Personal brand building using AI and social media
Student Workload
• Organized classes (seminar): 30 hours
• Independent student work: 45–60 hours (case study analysis, project preparation, literature review)
• Assessment: team project and written test – 10 hours
• Total workload: 75–100 hours
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Term 2025L:
The aim of the course is to familiarise students with key aspects of brand functioning, strategy, evaluation and development. |
Type of course
Mode
Learning outcomes
Knowledge:
• Has an in-depth understanding of research methodology and terminology in brand management (K_W01).
• Has an in-depth understanding of the specifics, principles, procedures, and practices related to brand management (K_W02).
Skills:
• Can correctly interpret complex technological, social, political, legal, economic, and environmental processes and their impact on brand management, using appropriate sources (K_U02).
• Can independently and collaboratively prepare analyses, diagnoses, and reports on complex and unique brand management issues and present them effectively, including in English, using advanced IT and communication tools (K_U06).
Social Competencies:
• Is prepared to critically assess situations and phenomena related to brand management (K_K01).
• Is committed to adhering to professional ethical standards in the field of brand management (K_K05).
Assessment criteria
Methods:
Knowledge Assessment: Written Test
Skill Assessment: Group Project
Social Competence Assessment: Classroom Observation
• Active participation in discussions and debates.
• Ability to listen to others and respond to their opinions.
• How to formulate arguments and argue for one's own point of view.
• Teamwork Assessment
• Implementation of group projects and collaboration with others.
• Commitment to sharing responsibilities.
• Ability to resolve conflicts within a group.
Presentation and Public Speaking
• Consistency and clarity of message.
• Interaction with the audience (e.g., answers to questions, ability to persuade).
Criteria
Knowledge Assessment: Closed-ended questions – objective evaluation (correct or incorrect answer).
Skill Assessment:
Substantive Criteria
✔ Relevance to the Topic – the project should address the stated problem and meet the substantive requirements. ✔ Accuracy of analysis – application of appropriate methods and tools in assessing situations/problems.
✔ Innovation and creativity – new ideas, unconventional approach to the topic.
✔ Practical application – the ability to implement solutions in real-world business situations.
Organizational criteria
✔ Division of roles within the group – assessment of the level of commitment of individual team members.
✔ Timeliness – project completion within the designated timeframe.
✔ Teamwork effectiveness – collaboration, communication, and conflict resolution skills.
Qualitative criteria
✔ Project structure – logical organization of content (introduction, analysis, conclusions, recommendations).
✔ Presentation style and form – linguistic accuracy, coherence, and aesthetics.
✔ Use of sources – reliance on reliable data and literature.
Criteria for assessing individual contribution
✔ Active participation in the project – the level of commitment of each group member. ✔ Quality of contribution – originality of ideas, analytical skills, quality of argumentation.
✔ Reflection on group work – e.g., self-assessment, feedback from colleagues.
Criteria for presenting results:
✔ Clarity of message – ability to convey key information clearly.
✔ Ability to defend the project – justify decisions, answer questions.
✔ Team dynamics and commitment – equal participation of all members in the presentation.
Verification of social competencies:
✔ Engagement – active participation in activities and projects.
✔ Communication – ability to clearly express thoughts and actively listen.
✔ Collaboration – effective teamwork, openness to others.
✔ Coping with difficult situations – e.g., conflict resolution.
✔ Ethics and responsibility – reliability and respect for others.
Bibliography
• Aaker D. A., Biel A., Brand Equity and Advertising, Lawrence Erlbaum Associates Publishers, Hillsdale, New Jersey 1993.
• Chernatony L. de, Marka. Wizja i tworzenie marki, Gdańskie Wydawnictwo Psychologiczne, Gdańsk 2003.
• Kall J., Silna marka, istota i kreowanie, PWE, Warszawa 2001.
• Keller K. L., Strategiczne zarządzanie marką, Oficyna a Wolters Kluwer business, Warszawa 2011.
• Kubuj D., Brand equity. Metody badania siły marek, PWN, Warszawa 2022.
• Skorek M., Marka we współczesnym przedsiębiorstwie, Wydawnictwo WZ, Warszawa 2013.
• Skorek M., Społeczność wokół marki. Geneza. Koncepcja. Badania., PWE, Warszawa 2019.
• Urbanek G., Zarządzanie marką, PWE, Warszawa 2002.
• red: Witek-Hajduk Marzanna K., Zarządzanie silną marką, Wydawnictwo NieOczywiste, Warszawa 2023.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: