B_SZBM Sociology of Brand and Brand Management

University of Finance and Administration
Winter 2021
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Ladislava Knihová, Ph.D., MBA (seminar tutor)
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
B_SZBM/pMPH: Mon 12:15–12:59 E306, Mon 13:00–13:45 E306, L. Knihová
B_SZBM/vMPH: Sat 9. 10. 14:00–15:30 E307, 15:45–17:15 E307, Fri 12. 11. 17:30–19:00 E307, 19:15–20:45 E307, Fri 10. 12. 17:30–19:00 E307, 19:15–20:45 E307, L. Knihová
Prerequisites
No prerequisites required.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to approach the reflection of brands in the context of contemporary consumer culture as an attribute representing the complexities of relations between production and consumption, supply and demand under the impact of globalization and localization forces. We interpret the brand as a medium of iconic meanings, symbolic signs and emotional content, forming the social, economic, cultural and psychological dimensions of existence. We will focus our attention not only on the more general social functions of brands in various market segments but also on the specific impact and dynamics of brands in the area of consumer behaviour and purchase decision-making.
Learning outcomes
Based on the interdisciplinary nature of the subject, the student is introduced to the issue of branding and brand management from the perspective of sociological and marketing theories, with the emphasis on the practical application of acquired knowledge in the form of creation, presentation and evaluation of a student’s virtual brand project with all attributes of branding.
Syllabus
  • 1. Brand expansion against the background of historical events and social changes
  • 2. Trademarks as a marketing phenomenon and a medium of social communication
  • 3. Iconic brands as symbolic sources of identity and lifestyle inspiration
  • 4. The influence of brands on consumer behaviour and purchase decision-making strategies
  • 5. Education-based content marketing as a strategy for building a brand leader
  • 6. Brand identity and corporate identity branding
  • 7. Brand communication strategies
  • 8. How to create a brand story
  • 9. Brand personality and brand-building through archetypes
  • 10. Brand experience and brand agility
  • 11. Digital branding tools and success metrics
  • 12. Brand activism strategies for sustainable entrepreneurship
Literature
    required literature
  • Náhradní obsah: Kotler, P., Keller, K.L., 2013. Marketing management. Grada. Část 4 - kapitoly 9,10,11.
  • Náhradní obsah: AAKER, David A., 2003. Brand building: budování obchodní značky : vytvoření silné značky a její úspěšné zavedení na trh. Brno: Computer Press. ISBN 978-80-7226-885-6.
  • MARK, Margaret a Carol PEARSON, 2012. Hrdina nebo psanec: [jak vytvořit jedinečnou značku pomocí síly archetypů. Brno: BizBooks. ISBN 978-80-265-0027-8.
  • SARKAR, Christian and KOTLER, Philip, 2020. Brand Activism: from purpose to action. Erscheinungsort nicht ermittelbar: Idea Bite Press. ISBN 978-1-73424-411-3.
  • VYSEKALOVÁ, Jitka, Jiří MIKEŠ a Jan BINAR, 2020. Image a firemní identita. ISBN 978-80-271-2841-9.
  • KNIHOVÁ, Ladislava. Education-Based Content Marketing “in White and Black”. In Zuzana Kvetanová, Zuzana Bezáková, Adam Madleňák (eds.). Marketing Identity COVID-2.0. 1. vyd. Trnava: Faculty of Mass Media Communication, University of Ss. Cyril and Methodi
    recommended literature
  • KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2021. Marketing 5.0: technology for humanity. Hoboken, New Jersey: Wiley. ISBN 978-1-119-66851-0.
  • KNIHOVÁ, Ladislava, 2021. Nevyděláváte dost? Vzdělávejte zákazníky. Slaný: PhDr. Ladislava Knihová - Education online. ISBN 978-80-906753-2-2.
  • ROUBAL, Ondřej. Sociology of Branding: "Just do it" in the "No Limits" World. Communication Today. FMK UCM Trnava: Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda, 2017, roč. 8, č. 1, s. 40-52. ISSN 1338-130X.
  • MILLER, Donald, 2017. Building a storybrand: clarify your message so customers will listen. New York: HarperCollins Leadership, an imprint of HarperCollins. ISBN 978-0-7180-3332-3.
  • AAKER, David, 2014. Aaker on branding: 20 principles that drive success. New York City, NY: Morgan James Pub. ISBN 978-1-61448-832-3.
  • MALINIC, Radim, 2019. Book of branding: a guide to creating brand identity for startups and beyond. ISBN 978-0-9935400-3-5.
  • KELLER, Kevin Lane and SWAMINATHAN, Vanitha, 2020. Strategic brand management: building, measuring, and managing brand equity. Fifth edition, global edition. 978-1-292-31496-9
Teaching methods
The method of instruction during the controlled group consultations include experiential learning - interactive lectures - case studies - text analyses with a focus on sociological aspects of branding and digital branding. Seminars will be focused on hands-on experience in branding.
Assessment methods
Credit (CR) is earned for a team project. Students will prepare a team project focused on the creation of a virtual brand and present it. The quality of the project will be evaluated based on its conceptual design within the context of marketing and sociological aspects of branding. A precondition for a successful project presentation is the consistent use of technical terminology. The minimum mandatory attendance in the controlled group consultations is 75% attendance for full-time students and 50 % for the part-time students to be allowed to sit for the final test and oral exam. Those students who fail to meet the mandatory scope of attendance will be required to fulfil additional study obligations to the extent that allows them to demonstrate academic achievements and acquired competencies necessary for the successful completion of the course.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
  • Enrolment Statistics (recent)
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