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Brand Management (XBMA)

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doc. Ing. Adam Pawliczek, Ph.D.

Brand Management (XBMA)

doc. Ing. Adam Pawliczek, Ph.D.

Brand Management (XBMA)

Info

The aim of the course is to teach students to work with an important phenomenon of modern marketing thinking, which is the brand. After finishing the course, the students will be able to: assess the concept of a brand, develop brand strategy, identify the brand, determine its value and market position, the role of trademark in marketing activities that affect the behaviour of consumers, plan and implement marketing programs for the development of the brand, as well as apply the theories and models which are used to make decisions about the brand in complex marketing conditions of the company. Within the tutorial, the students will be practically involved in the process of brand assessment and development through different marketing strategies.

Credit/exam: semester work, written test.

No materials are allowed to reproduce or share without permission.

Plagiary is strictly prohibited.

Introduction, basic study materials

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Studijní materiály

Studijní text

Učitel doporučuje studovat od 17. 2. 2023.

Tasks

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