Brand Management

Major: Marketing
Code of subject: 7.075.01.E.037
Credits: 4.00
Department: Marketing and Logistics
Lecturer: PhD, Assoc. Prof. Nazar Hlynskyy
Semester: 2 семестр
Mode of study: денна
Learning outcomes: To know and be able to apply in practice modern principles, theories, methods and practical techniques of marketing. To be able to adapt and apply new advances in the theory and practice of marketing to achieve specific goals and solve the problems of the market entity. Be able to develop a strategy and tactics of marketing activities, taking into account the cross-functional nature of its implementation. To use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Substantiate marketing decisions at the level of a market entity using modern management principles, approaches, methods, techniques. Use the methods of marketing strategic analysis and interpret its results in order to improve the marketing activities of the market entity. Form a marketing system of interaction, build long-term mutually beneficial relationships with other market participants. Know and understand the importance of social responsibility for decisions, observe moral and cultural values. Be able to organically and effectively combine the tools of marketing commodity, price, communication, and distribution policy of a trading enterprise. Clear and unambiguous communication of one's own conclusions, as well as the knowledge and explanations that substantiate them, to specialists and non-specialists, in particular, to students. Use of foreign languages in professional activities. Making decisions in difficult and unpredictable conditions, which requires the application of new approaches and forecasting.
Required prior and related subjects: Marketing Management; Financial Management; Social Responsibility of Business; Special Course of Scientific Research in the Field of Specialty; Workshop on Writing of Scientific Publications, Conference Proceedings and Presentation of Scientific Reports; Research and Educational Experience.
Summary of the subject: The concept of mark and brand The value of the brand Strategic basics of brand management Technology of brand development Features of branding research Market segmentation and brand positioning. Brand equity
Assessment methods and criteria: Current control (30 %): review of case studies, work during practical classes, oral questioning; Final control (70%, tests)
Recommended books: 1. Закон України «Про охорону прав на знаки для товарів і послуг». 2. Зозульов О.В., Писаренко Н.Л. Ринкове позиціонування: з чого починається створення успішних брендів. – К.: Знання-Преса, 2004. – 199 с. 3. Kapferer J.-N. New strategic brand management: creating and sustaining brand equity long term. – NY: Wiley, 2008. – 560 р. 4. Wheeler A. Designing Brand Identity. – NY: Wiley, 2019. – 560 р.