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Обычная версия сайта
Бакалавриат 2025/2026

Управление брендом

Когда читается: 4-й курс, 1, 2 модуль
Охват аудитории: для своего кампуса
Язык: английский
Контактные часы: 40

Course Syllabus

Abstract

The course examines main principles of brand formation and management, life stages of a brand, portfolio strategy and brand architecture. It also teaches students how to manage not only their own brand, but also the employer’s brand.
Learning Objectives

Learning Objectives

  • Develop a deep understanding of branding principles and strategies.
  • Learn to manage a brand’s identity and equity.
  • Аnalyze consumer behavior and market trends to inform brand decisions.
  • Apply theoretical knowledge to practical brand management scenarios.
Expected Learning Outcomes

Expected Learning Outcomes

  • Understand Brand Management Fundamentals
  • Create and articulate a brand’s vision, mission, and values. Formulate a brand positioning strategy that differentiates the brand in the market.
  • Understand Brand Architecture and its importance. Characterize Types of Brand Architecture (Monolithic, Endorsed, Freestanding).
  • Measure and assess brand platform, models. Understand the brand identity elements, including logos, colors, and typography. Understand the consistency in visual and verbal brand communications across various platforms.
  • Analyze real-world case studies to understand brand management challenges and solutions. These outcomes ensure that students gain both theoretical knowledge and practical skills in brand management.
Course Contents

Course Contents

  • Brand management.
  • Brand Identity.
  • Brand Strategy.
  • Brand positioning.
  • Brand Communications and Brand Evaluation (metrics, methodology).
Assessment Elements

Assessment Elements

  • non-blocking Presentation
  • non-blocking Экзамен
  • non-blocking Homework
  • non-blocking Activity
Interim Assessment

Interim Assessment

  • 2025/2026 2nd module
    0.15 * Activity + 0.2 * Activity + 0.25 * Homework + 0.25 * Presentation + 0.15 * Экзамен
Bibliography

Bibliography

Recommended Core Bibliography

  • Семенчук В. - 101 способ раскрутки личного бренда: Как сделать себе имя - 978-5-9614-5641-7 - Альпина Паблишер - 2016 - https://znanium.ru/catalog/product/2117618 - 2117618 - ZNANIUM

Recommended Additional Bibliography

  • КАРПОВА И.С. (2017). Брендинг Как Управление Брендом. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.69C0FF46
  • Музыкант В. Л. - Брендинг. Управление брендом - 978-5-369-01934-4 - РИОР - 2024 - https://znanium.ru/catalog/product/2008766 - 2008766 - ZNANIUM

Authors

  • Vaneev Mikhail Alekseevich
  • Вишнякова Наталия Владимировна
  • Кузнецова Елена Викторовна
  • Korneev Oleg Vladimirovich
  • BODISTEANU NICOLE