Brand building 2700-L-FAK-D-BUMA
In teoretical part of the course teaching blocks are as follows:
1. Brand definitions and types/kinds
2. Brand identity – selected concepts
3. Brand image metrics
4. Brand and customer behavior
5. Brand communication in media perspective
6. Brand communication in market perspective
7. Brand extension strategy
8. Place and national branding
9. Brand creation – qualitative and quantitative approach
10. Financial aspect of branding
In practical part blocks are as follows:
1. Brand identity projecting workshop
2. Markets choice and brand positioning
3. Brand communication delivery programs
4. Own, place and luxury brands case studies
5. Brand crisis case studies
Type of course
Course coordinators
Learning outcomes
After completing the course, student:
KNOWLEDGE:
• Possesses general knowledge about brands creation, principles of their performance and management
SKILLS:
• Is qualified to perform basic brand building process
OTHER COMPETENCES:
• Is aware of brand place and role in contemporary society
Assessment criteria
Student’s theoretical apprecation will be evaluted on written test result basis. Practical part of the course will be evaluated on in-course personal activity. Student’s attendance will be taken in account.
Practical placement
Lack of
Bibliography
• Witek-Hajduk M., Zarządzanie silną marką, Oficyna Wolters Kluwer, Warszawa 2011.
• Patkowski P., Potencjał konkurencyjny marki, Poltext, Warszawa 2010
• Kall J. et al., Zarządzanie marką, Oficyna Ekonomiczna, Kraków 2006
• Szulce H., Janiszewska K., Zarządzanie marką, Wydawnictwo AE, Poznań 2006
• Franzen G., Moriarty S., The Science and Art of Branding, M.E.Sharpe, London 2009
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: