Corporate identity 2700-CI-SPKK
Theoretical introduction: areas of penetration of theories making up the CI area
Identity, image, reputation - mutual relations
Historical basics of CI and its basic functions
CI creation tools
Good and bad CI practices
3 values of the logo/logotype
Analysis of the factors making up the corporate CI: analysis of the organization's environment, entity specifics, communication channels, USP and ESP as features that distinguish the identity of the institution.
Type of course
Mode
Prerequisites (description)
Course coordinators
Learning outcomes
Student:
knows the terms CI, image, reputation, USP, ESP
is able to identify the channels and messages building the overall identification of the organization
can name 3 logo values
can critically assess the CI of a market entity and argue the initial recommendations for improving CI
Assessment criteria
group project
Practical placement
None
Bibliography
Tożsamość wizualna. System, znak, wizerunek; Rychter, Z.Chmielewski, D.Tworzydło
Zarządzanie silną marką; Witek-Hajduk
Visuality in Corporate Communication Özen Okat, Bahadır Burak Solak 2020; IGI Global
Corporate Logo: History, Definition, andComponents; Pantea Foroudi, T. C. Melewar & Suraksha Gupta in: International Studies of Management & Organization, 47:2,176-196,
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: