Бакалавриат 2024/2025

Брендинг

Статус: Курс обязательный (Маркетинг и рыночная аналитика)

Направление: 38.03.02. Менеджмент

Кто читает: Департамент маркетинга

Где читается: Высшая школа бизнеса

Когда читается: 3-й курс, 4 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Язык: английский

Кредиты: 3

Контактные часы: 30

Course Syllabus

Abstract

The course aims to provide an understanding of the core concepts and theories of branding. It focuses on exploring the various strategies involved in building, measuring, and managing a brand, including identifying brand elements, developing relevant marketing activities, and brand management over time. A strategic approach to brand management means solving the problems and taking the actions which are vital to becoming a global brand. That includes understanding the advantages and disadvantages of a standardization and localization strategy. The course contains a number of thematic case studies on management decisions in organizations and the role of branding in the development of corporate strategies.