Course detail

Collaborative International Branding Project

FP-CIBPAcad. year: 2024/2025

The course provides knowledge regarding the brand development based on the multinational approached combined with the experience in international teamwork. The brand development framework mainly includes brand elements, building brand awareness and brand associations, including overall brand perception. Students will formulate a proposal for the development of the brand of the real-life client based on their previously performed analysis.

 

Language of instruction

English

Number of ECTS credits

4

Mode of study

Not applicable.

Guarantor

doc. Ing. Robert Zich, Ph.D.

Department

Institute of Management (ÚM)

Entry knowledge

not applicable

 

Aims

The aims of the course are to provide students with international teamwork experience and furtherly the abilities to formulate a complex strategy for the brand development of company. Students will be introduced to basic concepts of brand management such as brand identity and positoning, brand elements and brand value. Students will be able to distinguish between marketing communication and brand development and furtherly use the gained knowledge in their own practice.

 

Study aids

Not applicable.

Prerequisites and corequisites

Not applicable.

Basic literature

DOYLE, P. Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. 2. vydání. Chichester: Wiley, 2008. ISBN 978-0-470-77314-7. (EN)
FILL, C. Marketing Communications: Interactivity, Communities and Content. Harlow: Prentice Hall, 2009. ISBN 978-0-273-71722-5. (EN)
HAWKINS, D.I., and D. L. MOTHERSBAUGH. Consumer Behavior: Building Marketing Strategy. 13. Boston: McGraw-Hill Higher Education, 2015. ISBN 978-1259232541. (EN)
HITT, M.A., IRELAND, R.D. and R.E. HOSKISSON. Strategic Management - Competitiveness and Globalization: Concepts and Cases. 12th ed. South-Western College Pub, 2017. 896 p. ISBN 978-1-305-50214-7. (EN)
HOLLENSEN, A. and V. MAILA. Marketing management: a relationship approach. 2nd ed. Harlow: Financial Times Prentice Hall, 2010. ISBN 978-027-3706-830. (EN)
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. (EN)
KELLER, K.L. Strategic brand management: building, measuring, and managing brand equity. 4th ed. Boston: Pearson, c2013, 562 p. ISBN 978-013-2664-257. (EN)
PELSMACKER, P.D., GEUENS, M., and J.V.D. BERGH. Marketing communications: a European perspective. 4th ed. Harlow: Pearson, 2010, xxiii, 660 s. ISBN 978-0-273-72138-3. (EN)
PORTER, M. E. Competitive Advantage. First Free Press Export Edition: Free Press 2004. 557 s. ISBN: 0-7432-6087-2. (EN)
STAHLBERG, M. and V. MAILA. Shopper marketing: how to increase purchase decisions at the point of sale. Philadelphia: Kogan Page, c2010. ISBN 978-074-9457-020. (EN)

Recommended reading

Not applicable.

Classification of course in study plans

  • Programme BAK-Z Bachelor's

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

Type of course unit

 

Lecture

35 hod., optionally

Teacher / Lecturer

doc. Ing. Robert Zich, Ph.D.

Syllabus

1. Introduction to branding, the basic idea of brand development

2. Brand and its characteristics

3. Research and analytical approach to brand developement

4. Brand development framework of the "Four Bubbles" model

5. Evaluating the market structure from a brand perspective

6. Brand identity and positioning, brand elements, brand value, customer value

7.Brand awareness, brand recognition, brand association, brand image

8. Brand analysis

9. Building a brand book