B_BrM Brand Management

University of Finance and Administration
Summer 2023
Extent and Intensity
2/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Kristina Lenkova, Ph.D. (lecturer)
Ing. Vilém Kunz, Ph.D. (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: Ivana Plačková
Timetable of Seminar Groups
B_BrM/cMMO: Mon 6. 2. 10:30–11:14 M22, 11:15–12:00 M22, 12:15–12:59 M22, 13:00–13:45 M22, Mon 6. 3. 10:30–11:14 M22, 11:15–12:00 M22, 12:15–12:59 M22, 13:00–13:45 M22, Mon 3. 4. 10:30–11:14 M22, 11:15–12:00 M22, 12:15–12:59 M22, 13:00–13:45 M22, V. Kunz
B_BrM/cMPH: each odd Wednesday 15:45–16:29 E307, each odd Wednesday 16:30–17:15 E307, K. Lenkova
B_BrM/poMMO: each odd Tuesday 12:15–12:59 M27, each odd Tuesday 13:00–13:45 M27, each odd Tuesday 14:00–14:44 M27, each odd Tuesday 14:45–15:30 M27, K. Lenkova
B_BrM/pxMPH: each odd Tuesday 12:15–12:59 E230, each odd Tuesday 13:00–13:45 E230, each odd Tuesday 14:00–14:44 E230, each odd Tuesday 14:45–15:30 E230, K. Lenkova
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
This course aims to acquaint students with the concept of brand and brand equity as well as with the main steps in the process of brand creation and brand management. It also explains the role of marketing and communication strategies in the process of building and maintaining a strong brand. We will explore the influence and the importance of the consumer behavior and customer engagement which should be considered by marketers in their efforts to create a successful brand. In this course we will also discuss the research techniques and analytical processes which build the system of measuring and monitoring the brand development. contributing to the advent and management of effective and successful brand-product strategies. The course also focuses on the question of managing global brands and their adjustment within a local environment. The course includes assignments and a term project where the students will have the chance to try preparing a creative brief, evaluate the brand and brand strategy (including an evaluation of its marketing/communication campaigns) of a chosen product or organizational unit as well as prepare a proposal on creating a brand strategy for an emerging brand so that to ensure its success.
Learning outcomes
Course Objectives: • Understand the essence of branding, brand creation and brand management • Understand the importance of building a strong and successful brand • Understand the key steps and factors in the effort to create and maintain a successful brand • Learn about the techniques and methods for measuring the brand equity • Assess the development of branding as a result of the digitalization in the society • Understand the interaction between brand and marketing & communication mix elements • Integrate theories, models and analytic tools into making informed branding decisions • Compare and evaluate brand strategies • Assess global branding and the necessity and the way for adapting it to local environment • Suggest steps for strengthening a brand
Syllabus
  • WEEK 1 - Course Introduction, Course Overview, Ethics, and Sustainability WEEK 2 – Brand (re)Positioning WEEK 3 – Brand and Brand Equity Management and Measurement WEEK 4 – Brand Elements WEEK 5 – Brand’s Communication Strategy WEEK 6 – Digital Branding WEEK 7 – Leveraging Secondary Brand Associations in Building the Brand Equity WEEK 8 – Measuring Brand Performance WEEK 9 – Brand Audit WEEK 10 – Brand Management Over Time WEEK 11 – Creating and Managing Global Brands WEEK 12 – Project presentation
Literature
    required literature
  • 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
  • David A. Aaker, Managing Brand Equity, 2009
  • Kenneth E. Clow & Donald Baack, Integrated Advertising, Promotion, and Marketing Communications, 8th Edition, Pearson
    recommended literature
  • Kotler, P., Keller, K.L., 2013. Marketing management. Grada
  • David A. Aaker, Alexander L. Biel, Brand Equity and Advertising, Advertising’s Role in Building Strong Brands, 2013
Teaching methods
lectures excercises two homeworks team project
Assessment methods
Student’s physical presence at the class is compulsory. Exceptions are allowed only based on school permissions for on-line presence or upon previous agreement with the instructor. Participation in class is also granted a % of the total grade. If you are absent more than 2 times without a reason, your grade will go down. Participation means contributing each and every time to the class, via discussions, answering and raising questions. Share your knowledge and point of view with the class. A 100-90 B 89-80 C 79-70 D 69-60 E 59 - 50 F - less than 50
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.
The course is also listed under the following terms Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2023, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2023/B_BrM