Course detail

Strategic Brand Management

FP-sbmPAcad. year: 2024/2025

Course is focused on strategic brand development in the context of strategic management of company. Course is based on theoretical concepts brand usable for formulation and implementation of value creating strategy of company. Course defines areas important for understanding of brand nature and importance of brand for company success. Course defines concept of brand on the base of brand elements, brand identity and brand positioning. Course deals with brand development in contemporary global environment.

Language of instruction

English

Number of ECTS credits

6

Mode of study

Not applicable.

Offered to foreign students

Of all faculties

Entry knowledge

Not applicable.

Rules for evaluation and completion of the course

The evaluation includes an interim assessment of the outputs, a final workshop and an exam. The evaluation takes into account teamwork and individual performance.
Course evaluation:
Interim assessment for work during the semester.
- Team project work - working on 4 follow-up assignments - 60% (up to 60 points)
- Final workshop - 40% (up to 40 points)
At least 20 points for the follow-up assignments are required for credit.
Note
Students may be assessed for points earned in the continuous assessment. In this case, the assessment is governed by the ECTS. If they do not gain sufficient points in the continuous assessment they will take an exam for classification. Points from the continuous assessment are not transferred to the examination.

Exam
Individual written examination with oral follow-up. The given task and its solution test knowledge of theory and its application. The written part takes 60 minutes. The oral part is for 15 minutes. The evaluation is point-based, the total number of points is a maximum of 100, the final classification is according to ECTS. No own materials can be used for the exam. Students work only with the assigned materials.

Students with ISP take the course by examination.

Aims

Goal of course is definition of branding as strategic tool for company development.
Student will learn application of tools of strategic brand development in whole process of strategic management of company development. Students will be able to use techniques brand development for development, evaluation and implementation of business and corporate strategy. Students will know tools usable for brand development and formulation of plan of brand development. Students will be introduced with approach to brand development on local and global market. Students will be familiar with techniques of brand proposal presentation.

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

KAPFERER, J. N. The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity). 5th ed. Kogan Page, 2012. 512 p. ISBN 0749465158.
KELLER, K. L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, 2013, 562 p. ISBN 978-013-2664-257.

Recommended reading

AVINASH, K., KULSHRESTHA, C. Branding and Sustainable Competitive Advantage: Building Virtual Presence. IGI Global, 2011. 294 p. ISBN 978-1613501719.
FLOOR, K. Branding a store: how to build successful retail brands in a changing marketplace. Philadelphia: Kogan Page, 2006. 360 p. ISBN 07-494-4832-6.

Classification of course in study plans

  • Programme MGR-IBM Master's 1 year of study, summer semester, compulsory
  • Programme MGR-SRP Master's 1 year of study, summer semester, compulsory-optional

  • Programme MGR-Z Master's

    branch MGR-Z , 1 year of study, summer semester, elective

Type of course unit

 

Lecture

26 hod., compulsory

Teacher / Lecturer

Syllabus

  1. Brand development as strategic concept. Brand as complex business concept. Types of brands. Brand elements. Brand as competitive factor. Brand and customer value. Levels of brand utilization.
  2. Strategic brand management in the context of hierarchy of firm strategy. Brand architecture. Multi-brand portfolios. Structure of brand development strategy.
  3. Tactical and operational level of brand development. Brand development planning and evaluation. Implementation tools. Presentation of brand proposal.
  4. Internal and external factors of brand development. Analytical tools for strategic brand development.
  5. Concepts of brand identity, brand personality and brand perception. Development of brand for company, store, product and service.
  6. Managing global brands. Growth of local brands. Brand extension. Change of brand.

Exercise

13 hod., compulsory

Teacher / Lecturer

Syllabus

Practice brand development skills.