Infopaket

Brand management in international business

ВБ2.01

Вибіркова дисципліна для ОП

First

2021/2022

5 Semester

3

Know the general theoretical and methodological foundations of brand management, concepts and features of intangible assets, features of physiology and psychology of human perception, concepts and features of neuromarketing, concepts and features of brand classification, principles and tools of brand management, mechanisms, methods and features of brand management, brands’ attributes, essence, features and approaches to brand positioning, the concept and content of brand capital, basic methods of brand value assessment, specifics, principles and methods of brand communications, concepts of rebranding, restyling, redesign, renaming, concepts and features of geographical branding, concepts and tasks of personality branding. Be able to analyze modern determinants and trends in international and national brands

Knowledge of the theoretical foundations of marketing, statistics, financial management. Possession of basic skills of search, processing and analysis of information from various sources

Thematic plan of the discipline: 1. The economic essence and role of the brand 2. Methods of brand valuation 3. Methods and tools for brand positioning 4. Models of brand management 5. Features of the formation and development of some types of branding

Lectures, seminars

Evaluation is carried out according to the modular rating system. The discipline ends with a test. Work on seminars (oral answers and additions) are evaluated with a maximum of 10 points per seminar. The report on the independent work of students on individual topics is presented in the form of presentations or case assignments, each of which is evaluated with a maximum of 2 points. Students are required to participate in a personal or group creative analytical project provided by the Working Curriculum, which is rated at a maximum of 30 points. To bring the final number of points obtained by the student during the semester to the scale of compliance with the modular rating system, the sum of all points obtained is weighed by a factor of 0.5.

Ukrainian