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


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Course code:
BZ
Course title in Czech:
Brand Building
Course title in English: Brand Building
Semester:
SS 2019/2020
Mode of completion and number of credits: Exam (6 credits)
Mode of delivery and timetabled classes: full-time, 2/2 (hours of lectures per week / hours of seminars per week)
Level of course:
master continuing
Course type: required
Type of delivery:
usual, consulting
Mode of delivery for our mobility students abroad:
-- item not defined --
Language of instruction:
Czech
Course supervisor: doc. Ing. Jana Turčínková, Ph.D.
Course supervising department:
Faculty:
Teachers:
Ing. Dorota Anderlová (instructor, tutor)
Ing. Peter Habánek (instructor, tutor)
doc. Ing. Jana Turčínková, Ph.D. (examiner, instructor, lecturer, supervisor, tutor)
Prerequisites:
 
Timetable in this semester:
Day
From-till
RoomTeacher
Entry
Frequency
Capacity
Monday
11.00-12.50
Q23
Lecture
Every week
48
Monday
15.00-16.50
Q27
SeminarEvery week20
Wednesday9.00-10.50
Q27
J. Turčínková
Seminar
Every week20
 
Aim of the course and learning outcomes:
-- item not defined --
 
Course content:
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)
 
a.
Definition
b.Planning
c.
Concepts
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 activities and teaching methods:
Type of teaching method
Daily attendance
lecture26 h
seminar26 h
field work
8 h
public presentation (oral)
1 h
preparation for exam
20 h
preparation for regular assessment
10 h
preparation for regular testing
10 h
preparation of presentation
5 h
writing of seminar paper
24 h
Total
130 h
 
Assessment methods:
none
 
Assessment criteria ratio:
Requirement typeDaily attendance
Total
0 %
 
Recomended reading and other learning resources:
Basic:
WHEELER, A. Designing brand identity: an essential guide for the entire branding team. Wiley, 2018. 324 p. ISBN 978-1-118-98082-8.
SHARP, B. -- SUMCOV, P. Jak se budují značky: co obchodníci nevědí. Dobrovský s.r.o., 2018. 241 p. Knihy Omega. ISBN 978-80-7390-618-4.
KŘÍŽEK, Z. -- CRHA, I. Jak psát reklamní text. 3rd ed. Praha: Grada, 2008. 220 p. Manažer. Marketing. ISBN 978-80-247-2452-2.
BÁRTA, V. -- POSTLER, M. -- PÁTÍK, L. RETAIL MARKETING. Praha: Managementpress, 2009. 328 p. ISBN 978-80-7261-207-9.

Recommended:
OGILVY, D. Ogilvy o reklamě. 4th ed. Praha: Management Press, 2007. 223 p. Knihovna světového managementu. ISBN 978-80-7261-154-6.
Copywriting: successful writing for design, advertising, and marketing. Laurence King, 2012. 240 p.
SUGARMAN, J. The Adweek copywriting handbook : the ultimate guide to writing powerful advertising and marketing copy from one of America''s top copywriters. Hoboken, N.J.: Wiley, 2007. 338 p. ISBN 978-0-470-05124-5.

Course listed in study plans for this semester:
Track SNKK Commercial Communications, full-time form, initial period WS 2019/2020
Track SNKK Commercial Communications, full-time form, initial period SS 2019/2020
 
Course listed in previous semesters:
Teaching place:
Brno


Last modification made by Ing. Jiří Gruber on 02/14/2020.

Type of output: