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Syllabus

Field of study* : Management
Module name
Brand management
Module name in english
Brand management
Module code Method of evaluation
ZZ00S.120D(B).8109.17 Assessment
Field of study Track Year / semester
Management General academic 3 / 6
Specialisation Language of instruction Module
All English Elective
Number of hours Number of ECTS points Block
Lectures: 30 Classes: 0 3 D(B)
Level of qualification Mode of studies Education field
First-cycle programme Full-time Social Sciences
Author Magdalena Florek
Teachers Magdalena Florek

Subject’s educational aims

C1 Presentation of basic conditions of brand management concept, development directions, possibilities and limitations of application
C2 Introductions of basic methods and techniques supporting brand management decisions including social and financial aspects
C3 Skill acquisition of interpreting and explaining elements of brand management process
C4 Introduction of presumptions and determinants of branding including market and sector differentiation

Subject’s learning outcomes

Code Outcomes in terms of Learning outcomes within the field
Knowledge
W1 Student has in depth knowledge of environment structure and correlations between environment elements to the extent enabling assessment of and forecasting the impact of external factors on brand development perspectives. K1_W01, K1_W02, K1_W04, K1_W11
W2 Student thoroughly knows selected methods of diagnosing phenomena and processes occurring in the area of brand management. K1_W04, K1_W05, K1_W09, K1_W17
W3 Student understands the impact of business activity on the natural environment and the society, as well as accompanying ethical challenges. K1_W10, K1_W11
Skills
U1 Student can correctly interpret and explain phenomena occurring in the brand management process, providing for changes in enterprise environment. K1_U01, K1_U02, K1_U14
U2 Student can identify and analyse sources crucial for brand management processes. K1_U02, K1_U03, K1_U04, K1_U06
Social competences
K1 Student recognizes the need for learning, lifelong knowledge deepening, inspiring and organizing the learning process for others. K1_K01, K1_K02
K2 Student correctly identifies and resolves dilemmas connected with performing the profession of a brand manager, providing for the consequences of his/her decisions. K1_K04

Study content

No. Study content Subject’s educational aims Subject’s learning outcomes
1. Brand strategic meaning C1 W1
2. The financial value of brands C1 W1, W2, W3, U1
3. The social value of brands C1, C2 W1, W3
4. The brand strength C1, C2 W1, W3, U1, U2
5. The brand strategies C2, C3 W2, U1
6. The brand positioning C2, C3 W2, U1
7. The brand experience – importance of brand sense C1, C3, C4 W1, U1
8. Brand image and brand identity C1 W1, W2, W3, U1
9. Brand name C1, C2, C3 W2, K2
10. Case studies C2, C3, C4 U1, U2, K1, K2
11. Globalization and brands C1 W3, U1
12. Brand application areas - locations, internet, etc. C1, C4 W3, U1
13. Case studies C3, C4 U1, U2, K1, K2
14. Case studies C3, C4 U1, U2, K1, K2
15. The future of brands C1 W1, W3, U1, K2

Bibliography

Obligatory
  1. Clifton R., (2009) Brands and Branding, The Economist, London
  2. Temporal P., (2010) Advanced Brand Management , John Wiley & Sons, Singapore
  3. Keller L.K., Aperia T., Georgson M., (2008) Strategic Brand Management. A European Perspective, Prentice Hall, London
Recommended
  1. Kapferer J.N., (2012) The Strategic Brand Management, Kogan Page Limited, London
  2. Calkins T., Tybout A., (2005) Kellong on Branding, John Wiley & Sons, New Jersey
  3. Wheeler A., (2009) Designing Brand Identity, John Wiley & Sons, New Jersey
Entry requirements Wiedza z zakresu podstaw marketingu, badań marketingowych i zachowań nabywców
Teaching methods Brainstorming, Conversation lecture, Lecture with multimedia presentation, Discussion, Case study
Method of evaluation Final quiz, Final test, Class participation, Group project / Group work

Settlement of ECTS points

Forms of student work Average number of hours for student work*
Preparation for exam 30
Participation in lectures 30
Consultations with teacher 15
Student work in total
Number of hours
75
ECTS points
3
Contact hours (with the teacher)
Number of hours
45
ECTS points
1.5
Practical-class work
Number of hours
0
ECTS points
0

* one hour of classes = 45 minutes

Methods of evaluating the learning outcomes

Learning-outcome code Methods of evaluation
Final quiz Final test Class participation Group project / Group work
W1 x x x
W2 x x x
W3 x x x
U1 x x x
U2 x x x
K1 x x x
K2 x x x