Course Language:
English
Courses given by:
Course Objectives:
The aim of this course is to introduce students the concepts and practices of brand management and corporate communications.
Course Content:
The course covers the following topics: the concept of brand, the history of branding, the brand identity, personality and positioning, corporate communications, corporate identity and media relations.
Teaching Methods:
1: Lecture, 2: Question-Answer, 3: Discussion, 4: Case Study
Assessment Methods:
A: Testing, C: Homework; D: Presentation
Vertical Tabs
Course Learning Outcomes
| 1) Students explain the concepts of brand and brand management. |
| 2) Students become familiar with the history of the brand. |
| 3) Students examine the concepts of brand identity, personality and positioning. |
| 4) Students explain the law of branding and know how to make a new brand. |
| 5) Students recognize the basic concepts of and approaches to corporate communications. |
| 6) Students analyze the connection between brand management and corporate communications. |
Course Flow
| Week | Topics |
| 1 | Introduction |
| 2 | Introduction to Brand Management, History of Branding |
| 3 | Brand Elements |
| 4 | Brand Identity and Personality |
| 5 | Brand Positioning |
| 6 | Creating A New Brand and The Laws Of Branding |
| 7 | Midterm |
| 8 | Designing and Implementing Branding Strategies |
| 9 | Introduction to Corporate Communications |
| 10 | Corporate Identity, Image, Reputation |
| 11 | Corporate Branding |
| 12 | Corporate Branding and Media Relations |
| 13 | Final Presentations |
| 14 | Final Presentations |
| 15 | Final Presentations |
| 16 | Final Presentations |
Recommended Sources
| Textbook |
Keller, Kevin Lane. Strategic brand management: building, measuring and managing brand equity. New Jersey: Pearson Education, 2008.
Cornelissen, Josep. Corporate Communication: A Guide to Theory and Practice. New York: Sage, 2014.
|
| Additional Resources |
Riel, C. B. M. van. Principles of corporate communication, London, New York: Prentice Hall, 1995.
Richard J. Semenik, Chris T. Allen, Thomas C. O’Guinn. Advertising and Promotions – An Integrated Brand Approach. n.p.: South-Western Cengage Learning, 2012. Kotler, P. Marketing, Prentice Hall, Australia: Prentice Hall, 1998.
|
Assessment
| Attendance | 10 | |
| Mid-terms | 1 | 30 |
| Final presentations | 1 | 60 |
| Total | 100 |
Course’s Contribution to Program
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To gain the abilities of working with an interdisciplinary approach and adapting theories, methods and practices in different disciplines to the relevant concentration area | X | |||||
| 2 | To gain the abilities of data collection, literature review and analysis in the concentration area of integrated marketing communications management. | X | |||||
| 3 | To gain the ability of communicating within the national and international scientific environments | X | |||||
| 4 | To gain the knowledge and skills required for scientific research processes | X | |||||
| 5 | To gain the competence for making critical evaluations and syntheses | X | |||||
| 6 | To have conducted research at a sufficient level about one’s thesis topic | X | |||||
| 7 | To possess the behavioral and ethical sensitivity required for the academic life | X | |||||
| 8 | To possess the necessary computer skills for writing scientific papers and theses | X | |||||
| 9 | To gain the abilities of being receptive to innovations and novel ideas and developing new ideas | X | |||||
| 10 | To comprehend fully and appropriately the meaning and significance of integrated marketing communications management in theoretical and practical terms | X | |||||
ECTS
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 5 | 90 |
| Mid-terms | 1 | 30 | 30 |
| Final | 1 | 30 | 30 |
| Total Work Load | 198 | ||
| Total Work Load / 25 (h) | 7,92 | ||
| ECTS Credit of the Course | 8 |