Faculty of Business and Management Sciences · Business Administration (English) · Undergraduate
ECTS: 5 T+P+L: 3+0+0 Departmental Elective
Coordinator:
Course Objective
This course is designed to provide helpful insights and experiences regarding the explanation, prediction, and management of a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity. One of the course’s important goals is to provide students with concepts and techniques to improve the long-term profitability of brand strategies. We will incorporate current thinking and developments on these topics from both academics and industry participants, and combine a comprehensive theoretical foundation with enough practical insights to assist managers in their day-to-day and long-term brand decisions.Course Content
This course includes examples of brand definition, brand selection, brand selection, brand image, brand personality, brand loyalty, brand awareness, brand value and measurement, brand strategy creation and application.
Course Learning Outcomes
- 1) Define the concept of brand and understand the importance of branding in terms of producer, consumer and retailer.
- 2) Identifies concepts of brand image, brand personality, brand loyalty, brand recognition and gives examples without applying them.
- 3) Defines the concept of brand value and has knowledge about the measurement of brand value.
- 4) Has knowledge about the branding strategies applied by the enterprises and gives samples from the field.
Core Area Distribution
(34) Business and Administration%100