Course syllabus BZ - Brand Building (FBE - SS 2019/2020)

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Course code: BZ
Course title in language of instruction: Budování značky
Course title in Czech: Brand Building
Course title in English: Brand Building
Mode of completion and number of credits: Exam (6 credits)
(1 ECTS credit = 28 hours of workload)
Mode of delivery/Timetabled classes: full-time, 2/2 (hours of lectures per week / hours of seminars per week)
Language of instruction: Czech
Level of course: master continuing
Semester: SS 2019/2020
Name of lecturer: Ing. Dorota Anderlová (instructor, tutor)
Ing. Peter Habánek (instructor, tutor)
doc. Ing. Jana Turčínková, Ph.D. (examiner, instructor, lecturer, supervisor, tutor)
Prerequisites: Final Bachelor Exam
Aims of the course:
-- item not defined --
Course contents:
1.Consumer behaviour in marketing communication (allowance 2/2)
2.Definition and principles of brands (allowance 2/0)
a.Principles and value of brands
b.Brand types and forms
c.History of branding and brand building

3.The principles of branding (allowance 4/4)
a.Brand elements
b.Requirements for a brand
c.Corporate identity

4.Brand manager (allowance 2/2)
a.Competences and responsibilities
b.Role of brand manager in a company

5.Strategic brand management (allowance 2/2)
d.Types of strategies

6.Value of a brand (allowance 2/2)
a.Brand assessment method

7.Brand image (allowance 2/2)
a.Factors influencing brand image
b.Brand positioning
c.Perception a brand

8.Relationship between an advertising agency and a client (allowance 2/2)
9.Client brief best practices (allowance 2/4)
10.Implementation of a campaign (allowance 2/4)
11.Selection procedure of an advertising agency (allowance 2/2)
12.Principles of presentation of a pitch (allowance 2/2)
Learning outcomes and competences:
Generic competences:
-Ability to apply knowledge
-Ability to create new ideas (creativity)
-Ability to organize and plan ahead
-Designing and managing projects
-Ethical commitment
-Professional knowledge
-Spirit of enterprise

Specific competences:
-Student knows approaches in consumer behavior in relation to marketing communication
-Student knows the competencies of a brand manager
-Student knows the detailed information about advertising, product placement and e-marketing
-Student knows the characteristics of individual media types
-Student knows the process of brand building and its attributes
-Students can develop and implement a brand building strategy
-Students can develop product placement
-Students is able to develop and implement corporate identity strategy
-Students is able to implement e-marketing campaign

Type of course unit: required
Year of study: Not applicable - the subject could be chosen at anytime during the course of the programme.
Work placement: There is no compulsory work placement in the course unit.
Recommended study modules: -
Learning activities and study load (hours of study load):
Type of teaching methodDaily attendance
Direct teaching
     lecture26 h
     seminar26 h
     field work8 h
     public presentation (oral)1 h
     preparation for exam20 h
     preparation for regular assessment10 h
     preparation for regular testing10 h
     preparation of presentation5 h
     writing of seminar paper24 h
Total130 h
Assessment methods:
Recommended reading:
TypeAuthorTitlePublished inPublisherYearISBN
RQWHEELER, A.Designing brand identity: an essential guide for the entire branding teamWiley2018978-1-118-98082-8
RQSHARP, B. -- SUMCOV, P.Jak se budují značky: co obchodníci nevědíDobrovský s.r.o.2018978-80-7390-618-4
RQKŘÍŽEK, Z. -- CRHA, I.Jak psát reklamní textPrahaGrada2008978-80-247-2452-2
RQBÁRTA, V. -- POSTLER, M. -- PÁTÍK, L.RETAIL MARKETINGPrahaManagementpress2009978-80-7261-207-9
REOGILVY, D.Ogilvy o reklaměPrahaManagement Press2007978-80-7261-154-6
RECopywriting: successful writing for design, advertising, and marketingLaurence King2012
RESUGARMAN, J.The Adweek copywriting handbook : the ultimate guide to writing powerful advertising and marketing copy from one of America''s top copywritersHoboken, N.J.Wiley2007978-0-470-05124-5


Last modification made by Ing. Jiří Gruber on 10/25/2019.

Type of output: