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
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
Skills Assessment: Group project
Social Competencies Assessment: Observation during classes
• Participation in discussions and debates
• Ability to listen to others and respond to their opinions
• Argument formulation and persuasion skills
Teamwork Assessment:
• Completion of group projects and collaboration with others
• Engagement in task distribution
• Conflict resolution within the team
Presentations and Public Speaking:
• Clarity and coherence of the message
• Interaction with the audience (e.g., answering questions, persuasion skills)
Criteria
Knowledge Assessment:
• Multiple-choice questions – objective evaluation (correct or incorrect answers).
Skills Assessment:
Content Criteria:
✔ Relevance to the topic – the project must address the given problem and meet academic requirements.
✔ Accuracy of analysis – application of appropriate methods and tools in problem evaluation.
✔ Innovation and creativity – new ideas, unconventional approaches to the topic.
✔ Practical application – feasibility of solutions in real business conditions.
Organizational Criteria:
✔ Role distribution within the group – assessment of individual engagement.
✔ Timeliness – completion of the project within the set deadline.
✔ Teamwork efficiency – cooperation, communication, conflict resolution skills.
Quality Criteria:
✔ Project structure – logical organization of content (introduction, analysis, conclusions, recommendations).
✔ Style and presentation format – linguistic accuracy, coherence, aesthetic execution.
✔ Use of sources – reliance on credible data and subject literature.
Individual Contribution Assessment:
✔ Engagement in project execution – level of involvement of each group member.
✔ Contribution quality – originality of ideas, analytical skills, argumentation quality.
✔ Reflection on group work – e.g., self-assessment, peer feedback.
Presentation Assessment:
✔ Clarity of communication – ability to present key information in an understandable way.
✔ Project defense skills – argumentation, answering questions.
✔ Team dynamics and engagement – balanced participation of all members in the presentation.
Social Competencies Assessment:
✔ Engagement – active participation in classes and projects.
✔ Communication – ability to express thoughts clearly and actively listen.
✔ Collaboration – effectiveness in teamwork, openness to others.
✔ Handling challenging 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: