Бакалавриат
2026/2027
Управление брендом
Статус:
Курс обязательный (Международная программа «Международные отношения и глобальные исследования»)
Кто читает:
Факультет мировой экономики и мировой политики
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
4-й курс, 1, 2 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Алеманова Виктория Борисовна
Язык:
английский
Кредиты:
3
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
- 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
- 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
- Brand management.
- Brand Identity.
- Brand Strategy.
- Brand positioning.
- Brand Communications and Brand Evaluation (metrics, methodology).
Interim Assessment
- 2026/2027 2nd module0.15 * Activity + 0.25 * Presentation + 0.15 * Экзамен + 0.2 * Activity + 0.25 * Homework
Bibliography
Recommended Core Bibliography
- Branding, Coomber, S., 2002
- Strategic brand management, Rosenbaum-Elliott, R., 2011
Recommended Additional Bibliography
- Brand management strategies : luxury and mass markets, D'Arienzo, W., 2016
- Strategic brand management : building, measuring, and managing brand equity, Keller, K. L., 2020