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Branding of Trade Structures
Major: Business, Trade and Exchange Activities
Code of subject: 6.076.04.E.072
Credits: 4.00
Department: Ecological Politics and Environment Protection Management
Lecturer: Doctor of Economics, Professor Oleksandra Farat
Semester: 5 семестр
Mode of study: денна
Завдання: The study of the discipline involves the formation and development of students' competencies:
professional competencies:
FC.2. Ability to choose and use appropriate methods, tools to substantiate decisions on the creation, functioning of business, trade and exchange structures.
FC.3.Understanding the forms of interaction between the subjects of market relations
Learning outcomes: As a result of studying the discipline, the student should be able to demonstrate the following program learning outcomes:
ZN1. Use basic knowledge of the forms of interaction of subjects of market relations to ensure the activities of entrepreneurial, trade and exchange structures.
ZN4. To use knowledge of the forms of interaction of subjects of market relations to ensure the activities of entrepreneurial, trade and exchange structures.
ZN8. Know the basics of business planning, assessment of market conditions and performance of entrepreneurial, trade and exchange structures, taking into account risks.
UM11. Be able to solve professional problems related to the organization of business, trade and exchange structures and solve problems in crisis situations, taking into account external and internal influences.
MIND 24. Possess methods and tools to substantiate management decisions for the organization of e-commerce.
Required prior and related subjects: Prerequisites:
Economic Theory
Fundamentals of Entrepreneurship
Postrequisites:
Quality Management
Internet Marketing
Summary of the subject: Branding is an integral part of any enterprise. During the study of this discipline, students gain knowledge of the theoretical and practical foundations of branding; development of key competencies in the field of brand creation and management; mastering the skills of brand analysis as a social, communicative and marketing category; mastering the methodology of making effective strategic and tactical decisions on the creation and development of the brand
Опис: Brand Management: Concept, Content. Brand & Branding Brand Classification. Positioning and brand management. Integrated Brand Management Communications. Models of brand formation and development. Features of branding management. Rebranding Applied Aspects of Brand Management. Organizational and Economic Aspects of Branding Brand Vision, Strategy and Understanding of Consumers Branding as the basis for building a communication concept of marketing. Brand Development Strategy as a Driving Force of Business Development Strategy Legal Foundations of Branding. Features of branding in various fields. Brand promotion on social networks and work with new media
Assessment methods and criteria: Assessment of the student's knowledge is carried out in the following directions: the presence of specific skills, their depth, stability and flexibility; the degree of mastery of the main provisions of the discipline and their creative application when solving situational problems and cases.
Semester control is conducted in the form of an exam. Evaluation methods: selective oral survey; preparation of presentations, reports; answers for the admission and defense of laboratory work, assessment of activity, submitted proposals, original solutions, clarifications and definitions, etc.).
Критерії оцінювання результатів навчання:
0% – the task was not completed or plagiarism was detected or the fact of non-independent performance of the OIR was established;
40% – the task is partially completed and contains significant errors of a methodological or calculation nature; prepared carelessly;
60% – the task was completed in full and on time, but contains significant errors in calculations or methodology;
80% – the task was completed in full and on time, but contains some minor shortcomings
100% – the task is completed correctly, on time and without comments
Порядок та критерії виставляння балів та оцінок: 100-88 points - certified with an “excellent” grade - High level: the student demonstrates an in-depth mastery of the conceptual and categorical apparatus of the discipline, systematic knowledge, skills and abilities of their practical application. The mastered knowledge, skills and abilities provide the ability to independently formulate goals and organize learning activities, search and find solutions in non-standard, atypical educational and professional situations. The applicant demonstrates the ability to make generalizations based on critical analysis of factual material, ideas, theories and concepts, to formulate conclusions based on them. His/her activity is based on interest and motivation for self-development, continuous professional development, independent research activities, implemented with the support and guidance of the teacher. 87-71 points - certified with a grade of “good” - Sufficient level: involves mastery of the conceptual and categorical apparatus of the discipline at an advanced level, conscious use of knowledge, skills and abilities to reveal the essence of the issue. Possession of a partially structured set of knowledge provides the ability to apply it in familiar educational and professional situations. Aware of the specifics of tasks and learning situations, the student demonstrates the ability to search for and choose their solution according to the given sample, to argue for the use of a particular method of solving the problem. Their activities are based on interest and motivation for self-development and continuous professional development. 70-50 points - certified with a grade of “satisfactory” - Satisfactory level: outlines the mastery of the conceptual and categorical apparatus of the discipline at the average level, partial awareness of educational and professional tasks, problems and situations, knowledge of ways to solve typical problems and tasks. The applicant demonstrates an average level of skills and abilities to apply knowledge in practice, and solving problems requires assistance, support from a model. The basis of learning activities is situational and heuristic, dominated by motives of duty, unconscious use of opportunities for self-development. 49-00 points - certified with a grade of “unsatisfactory” - Unsatisfactory level: indicates an elementary mastery of the conceptual and categorical apparatus of the discipline, a general understanding of the content of the educational material, partial use of knowledge, skills and abilities. The basis of learning activities is situational and pragmatic interest.
Recommended books: 1. Idris Muti. Branding in 60 minutes / Muti I. – Kharkiv: Fabula, 2019. – 256 p.
2. Fundamentals of Advertising and Public Relations: Textbook. Ed. V.F.Ivanov, V.V.Rizun. Kyiv: Kyiv University Publishing and Printing Center, 2021. – 431 p.
3. Denis Kaplunov. How to write a commercial proposal / Kaplunov D. – Kharkiv: Fabula, 2019. – 352 p.
4. Malynka O. Y., Ustenko A. O. Brand management: textbook. Ivano-Frankivsk: Folio, 2013. – 293 p.
5. Mironov Yu.B., Kramar R.M. Osnovy reklamnoi diyalnoi diyalnosti [Fundamentals of advertising activity]. manual / Y.B. Mironov, R.M. Kramar. – Drohobych: Posvit, 2007. – 108 p.
6. Melnyk Y., Bozhkova V. Advertising and sales stimulation / Melnyk Y., Bozhkova V. – Kyiv: TSUL, 2017. – 208 p.
7. Sergey Trukhimovich. Advertisement. Copywriter's Notes: A Practical Guide / Trukhimovych S. – Kyiv: KMA, 2016. 96 p.
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