Brand Management

Course: Management of Organizations and Administration

Structural unit: Faculty of Economics

Title
Brand Management
Code
ВК 3.2.2.
Module type
Вибіркова дисципліна для ОП
Educational cycle
Second
Year of study when the component is delivered
2021/2022
Semester/trimester when the component is delivered
3 Semester
Number of ECTS credits allocated
1
Learning outcomes
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.
Form of study
Prerequisites and co-requisites
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.
Course content
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.
Recommended or required reading and other learning resources/tools
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.
Planned learning activities and teaching methods
Problem-oriented learning: lectures, seminars, discussion, consideration of practical and situational tasks, conducting business games, creative individual tasks, consultations, independent work
Assessment methods and criteria
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.
Language of instruction
Ukrainian

Lecturers

This discipline is taught by the following teachers

Svitlana Firsova
Department of Innovation and Investment Management
Faculty of Economics

Departments

The following departments are involved in teaching the above discipline

Department of Innovation and Investment Management
Faculty of Economics