Bachelor 2024/2025

Branding

Type: Compulsory course (Marketing and Market Analytics)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 3 year, 4 module

Mode of studies: offline

Open to: students of one campus

Instructors: Regina Bakotina

Language: English

ECTS credits: 3

Contact hours: 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.