Brand management

Brand management   winter sem

Management II st.

a compulsory subject 

Number of hours: 15H of lecture / 30H of project

Evaluation:

passing tasks and projects for a positive evaluation (average grade) 

Learning goal: presentation of basic and current knowledge regarding brand and image management in a changing market environment. Developing awareness for activities in the field of brand creation and management.

Learning outcomes: knowledge, skills, social competences according to the documentation of the education program

Learning outcomes: knowledge, skills, social competences in accordance with the documentation of the training program

https://weiz.po.opole.pl/images/sylabusy19/Management-II-st-S-Managerial-Marketing.pdf 

Topics of classes during the semester

1. Introduction to the subject of classes, discussion of subsequent lectures, learning outcomes of forms and conditions for passing. Discussing students' expectations of the subject.

2. Repetition of the topic about MARKETING and PROMOTION. General review of the issue.

3. Everything about the BRAND: Definitions, Structure, Architecture, Features, Legal Brand.

4. Image and identity. Definitions and features. How to build a brand through identity and image?

5. Public Relations, Publicity, Corporate Social Responsibility - Review of issues.

6. HOW TO MANAGE A BRAND AND DEVELOP ITS VALUE? The added value of the brand. Brand as a resource of the VRIN class. Brand building rules.

  7. BRAND IN VIRTUAL SPACE. E-marketing. Mobile marketing - the essence and tools.

Project I

Public relations campain project for a selected brand 

Project II

 A loyalty program project based on a known brand 

Basic references: 

1. "Advanced Brand Management: Managing Brands in a Changing World Paul Temporal - 2011 https://books.google.pl/books?isbn=1118181581" 

2. "Brand Management: A Theoretical and Practical Approach Rik Riezebos, H. J. Riezebos, Bas Kist - 2003 https://books.google.pl/books?isbn=0273655051 " 

3. class presentations provided by the teacher 

4. "The New Strategic Brand Management: Advanced Insights and Strategic ... Jean-Noël Kapferer - 2012 https://books.google.pl/books?isbn=0749465166" 

5. Handbook of Public Relations edited by Robert L. Heath, Gabriel M. Vasquez https://books.google.pl/books/about/Handbook_of_Public_Relations.html?id=BJgcPCvcZn8C&redir_esc=y 6. The Employer Brand: Keeping Faith with the Deal By Helen Rosethorn https://books.google.pl/books?id=Jt_OCwAAQBAJ&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=on epage&q&f=false 

Additional references: 

1. "B2B Brand ManagementPhilip Kotler, Waldemar Pfoertsch - 2006 https://books.google.pl/books?isbn=3540447296"

2. The SAGE Handbook of Public Relations edited by Robert L. Heath https://books.google.pl/books?id=EmhECQAAQBAJ 

3. Public Relations By Edward L. Bernays https://books.google.pl/books?id=0NpSb5nmn5sC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=on epage&q&f=false