XABM Brand Management

Moravian Business College Olomouc
summer 2021
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Peter Šedík, Ph.D. (lecturer)
Ing. Peter Šedík, Ph.D. (seminar tutor)
Guaranteed by
Moravian Business College Olomouc
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
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.
Syllabus
  • 1. Brand and brand management
    2. Types of brands, trademark and brand elements
    3. The identity and personality of the brand
    4. Brand perception and the relationship of the customer to the brand
    5. Customer loyalty to the brand
    6. The concept of the value of the brand
    7. The value of the brand from the consumer's perspective
    8. Sequential steps for building a strong brand
    9. Strategic management of the brand
    10. Branding in marketing programs of the company
    11. Brand research, measurement of the value of the brand, the consumer's opinion
    12. Building and maintaining the value of the brand
    Teaching is methodically focused on information-receptive methods (description, explanation, storytelling, lecture, interpretation, conversation, discussion). In addition, the practical aspect of actual examples and experience is brought to the classes through participatory methods and action research.
Literature
    required literature
  • KOTLER, P. and K.L. KELLER. Marketing Management. 15th. ed. Harlow: Pearson, 2016. ISBN 978-93-325-5718-5. info
  • KELLER, K.L. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. Global ed. Harlow [etc.]: Pearson, 2013. ISBN 978-02-737-7941-4. info
  • KAPFERER, J.-N. The New Strategic Brand Management Advanced Insights and Strategic Thinking. 5th ed. London: Kogan Page Publishers, 2012. ISBN 978-07-494-6515-5. info
    recommended literature
  • DINNIE, K. Nation Branding Concepts, Issues, Practice. 2nd ed. London: Routledge, 2016. ISBN 978-11-387-7583-1. info
  • ASHWORTH, G., G. WARNABY and M. KAVARATZIS. Rethinking Place Branding: Comprehensive Brand Development for Cities ans Regions. 2015th. ed. New York: Springer, 2015. ISBN 978-33-191-2424-7. info
  • CHOVANCOVÁ, M., E.S. ASAMOAH and W.M.C.B. WANNINAYAKE. Consumer Behaviour and Branding: A Cross Cultural Perspective. 1st ed. Žilina: GEORG, 2011. ISBN 978-80-894-0158-1. info
  • DE CHERNATONY, L. From Brand Vision to Brand Evaluation. 3rd. ed. Abingdon: Taylor & Francis, 2010. ISBN 978-18-561-7773-3. info
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
  • Enrolment Statistics (recent)
  • Permalink: https://is.mvso.cz/course/mvso/summer2021/XABM