Brand Management

Course: International Economics

Structural unit: Faculty of Economics

Title
Brand Management
Code
ВБ 2.1. (МТ)
Module type
Вибіркова дисципліна для ОП
Educational cycle
Second
Year of study when the component is delivered
2023/2024
Semester/trimester when the component is delivered
3 Semester
Number of ECTS credits allocated
6
Learning outcomes
To know the concepts of brand management and its role in the management of enterprise, the brand essence as a key element of market assets; basics of creating and managing a brand in a highly competitive market, the principles of launching a new brand to market and managing an existing brand; types and roles of brands in the enterprise's portfolio; criteria for assessing brand capital. To apply the principles of brand portfolio creation; to think analytically and use information from marketing research; to create a brand for increasing of the enterprise’s value in the market.
Form of study
Prerequisites and co-requisites
To know basics of economic theory and international economics, research methodology, main principles of strategic management and international management, basics of strategic analysis of international markets, basic concepts of economic and mathematical modeling, key factors of creation the global and international strategies. To analyze the market situation, work with data received from marketing research, assess the effectiveness of enterprises; search, analyze and present marketing information.
Course content
The program of the discipline involves the study of brand characteristics and its effective development. The program reviews brand concepts, methods of brand creation, identification, positioning and also building up of perceptual maps and management of brand and brand system. The program studies brand performance indicators, brand management cycles and the role of brand management; analyzes brand portfolio, brand system management, internal positioning of brands.
Recommended or required reading and other learning resources/tools
Malinic R. Book of Branding: a guide to creating brand identity for start-ups and beyond. - Brand Nu Limited, Esher, UK, 2019. - 256 p. Rowles D. Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. - Kogan Page Ltd, London, 2017. - 232 p. Aaker D. Creation of strong brands - M.: Grebennikov Publishing House, 2003. - 440 p. Dligach A.O. Strategic marketing management. - K.: Alerta, 2012. - 272 p.
Planned learning activities and teaching methods
Lection, seminars
Assessment methods and criteria
Module test, home work, project work
Language of instruction
Ukrainian

Lecturers

This discipline is taught by the following teachers

Andrii Dligach
Department of Marketing and Business-Administration
Faculty of Economics

Departments

The following departments are involved in teaching the above discipline

Department of Marketing and Business-Administration
Faculty of Economics