Современный дизайн

Бакалавриат 2023/2024

Статус: Курс обязательный (Дизайн)

Направление: 54.03.01. Дизайн

Кто читает: Школа дизайна

Где читается: Санкт-Петербургская школа гуманитарных наук и искусств

Когда читается: 4-й курс, 2 модуль

Формат изучения: с онлайн-курсом

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Першеева Александра Дмитриевна

Язык: английский

Кредиты: 3

Контактные часы: 12

Full Syllabus

Abstract

The course is an updated brand management course, taking into account digitalization trends and the specifics of marketing and branding in the context of the transition of companies to the digital economy, as the introduction of digital technologies is reflected in the restructuring of the marketing activities of companies. Link to the course: https://openedu.ru/course/spbu/BRAND_ENG

Learning Objectives

Learning digitalization trends and the specifics of marketing and branding

Expected Learning Outcomes

Gain knowledge and skills in order to make management decisions in this area

Course Contents

Topic 1
Topic 2
Topic 3
Topic 4
Topic 5
Topic 6

Assessment Elements

Test
Test

Interim Assessment

2022/2023 2nd module
The mark for the test is the final mark for the course
2023/2024 2nd module
The mark for the test is the final mark for the course

Bibliography

Recommended Core Bibliography

Brand management : co-creating meaningful brands, Beverland, M., 2018
Brand management strategies : luxury and mass markets, D'Arienzo, W., 2016
Chan-Olmsted, S. M. (2005). Competitive Strategy for Media Firms : Strategic and Brand Management in Changing Media Markets. Mahwah, N.J.: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=167406
Kotler, P., & Pfoertsch, W. (2006). B2B Brand Management. Berlin: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=172393

Recommended Additional Bibliography

B2B brand management, Kotler, P., 2006
Kelley, L. D., Sheehan, K., & Jugenheimer, D. W. (2015). Advertising Media Planning : A Brand Management Approach (Vol. Fourth edition). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=971616

Authors

Ву Тху Ча -
Устюжанина Венера Фаргатовна

Course Syllabus