Infopaket

Brand Management

ВК 3.2.2.

Вибіркова дисципліна для ОП

Second

2023/2024

3 Semester

1

PLO 6. Have the skills to make, justify and ensure the implementation of management decisions in unpredictable conditions, taking into account the requirements of applicable law, ethical considerations, and social responsibility. PLO 7. Organize and carry out effective communication within the team, with representatives of various professional groups, and in the international context. PLO10. Demonstrate leadership skills and ability to work in a team, interact with people, influence their behavior to solve professional problems.

1. Successful mastering of the courses "Marketing", "Management". 2. Knowledge of the theoretical foundations of macro- and microeconomics, psychology, sociology, law, economic theory, finance, business economics. 3. Be able to calculate economic and marketing indicators, process statistical data, analyze statistical information. 3. Have basic skills: mathematical modeling, forecasting, using Microsoft Office Word, Microsoft Office Excel, Microsoft PowerPoint.

The basics, principles, and evolution of brand management are revealed. Key concepts of brand management are analyzed. The essence and meaning of brand assets, asset management process, understanding of identity, individuality, values, and brand associations are studied. Features of the process of strong brand development, models of brand creation, stages of creating brand architecture, approaches to determining the value of the brand, and brand portfolio management are revealed. Problems and legal bases of trademark use are considered.

1. Фірсова С.Г. Маркетинг нововведень: дослідження, сегментування, прогнозування: Навчальний посібник. –– К.: Атіка, 2010. – 240 с. 2. Фірсова С.Г. Маркетинг нововведень: практикум. Навчальний посібник / С.Г. Фірсова. – Вінниця: ТОВ «Ніланд-ЛТД», 2017. – 152 с. 3. Фірсова С. Г. Маркетинг : навч. посіб. / С. Г. Фірсова. – Житомир : В-во ЖДУ ім. І. Франка, 2013. – 324 с. 4. Фірсова С.Г. Маркетинг: практикум. Навчальній посібник. – К.: КНУ імені Тараса Шевченка, 2011. – 287 с. 5. Бренд-менеджмент: опорний конспект лекцій / В.А. Євтушенко, Г.В. Євтушенко, Л.О. Іваненко. – Х. ХНУ, 2015. – 85 с. 6. Котлер Ф. Маркетинг 4.0. Від традиційного до цифрового / Ф.Котлер, Г. Картаджайя, Ї. Сетьяван. – 2-ге вид. виправл. – К.: Вид. група КМ-Букс, 2019. – 224 с. 7. Маркетинг. Навчальний посібник / Старостіна А.О., Кравченко В.А., Пригара О.Ю., Ярош-Дмитренко Л.О. / За заг.ред. проф. Старостіної А.О. – К.: «НВП «Інтерсервіс», 2018. – 216 с.

Problem-oriented learning: lectures, seminars, discussion, consideration of practical and situational tasks, conducting business games, creative individual tasks, consultations, independent work

Forms of student assessment: (max. points 100 / min. points 60) 1. Independent work - preparation and presentation of 2 individual tasks of 20 points (LO 1.1; 1.2; 2.1; 2.2; 3.1-3.3; 4.1) - 40 points / 24 points; 2. Independent work - solving analytical and computational problems (LO 1.3; 2.3-2.4; 3.2; 4.2; 4.3) - 40 points / 24 points. The final control is carried out in the form of a written test, which is evaluated with a maximum of 20 points and is conducted in one of the last seminars in the discipline.

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