Veidlapa Nr. M-3 (8)
Study Course Description
Strategic Branding
Course Code
DN_133
Branch of Science
Economics and Business; Marketing
ECTS
3.00
Target Audience
Management Science
LQF
Level 8
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Tatjana Muravska
Structure Unit Manager
Dace Bandere
Structural Unit
Department of Doctoral Studies
Contacts
-
About Study Course
Objective
To provide knowledge of the nature and specificity of branding in international business environment, brand maintenance and elements of brand communication.
Preliminary Knowledge
Business management, marketing, international marketing
Learning Outcomes
Knowledge
1.Will have acquired knowledge of the nature and specificity of branding in international business environment.
Skills
1.Will be able to create brands and to manage them in international business environment.
Competences
1.Will have gained the necessary knowledge and practical skills in brand management in international business environment.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Individual and group work in seminars, development and presentation of individual projects during the module implementation period, independent reading of study literature.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Active participation in lectures and practical classes; written assignments (an individual project), high quality answers in seminars; tests and the examination.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Marketing tools used in branding.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Competitive positioning in brand management.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Competition and competitiveness of Latvian and international companies.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Branding challenges - appropriate brand content.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
18 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
T.C. O’Guinn, C.T. Allen, R.J. Semenik. Advertising and Integrated Brand Promotion. 6th Edition, CENGAGE Learning, 2011, 736 pp.
2.
S. Mainwaring. We First: How Brands and Consumers Use Social Media to Build A Better World. Palgrave Macmillan, 2012, 256 pp.
3.
Ph. Patterson, L. Wilkins. Media Ethics: Issues and Cases. 8th Edition, McGraw-Hill, 2013, 336 pp.
Additional Reading
1.
T.A. Shimp Integrated Marketing Communications in Advertising and
2.
Promotion. 8th Edituion, CENGAGE Learning, 2010, 485 pp.
3.
Olins V. Par zīmolu. Rīga, Neptuns, 2005., 254 lpp.
4.
Daniel Yerigin. The Commanding Heights: The Battle for the World Economy. Free Press, 2002, 512 pp.