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Brand building

General data

Course ID:	2700-L-FAK-Z-BUMA
Erasmus code / ISCED:	15.1 Kod klasyfikacyjny przedmiotu składa się z trzech do pięciu cyfr, przy czym trzy pierwsze oznaczają klasyfikację dziedziny wg. Listy kodów dziedzin obowiązującej w programie Socrates/Erasmus, czwarta (dotąd na ogół 0) – ewentualne uszczegółowienie informacji o dyscyplinie, piąta – stopień zaawansowania przedmiotu ustalony na podstawie roku studiów, dla którego przedmiot jest przeznaczony. / (0321) Journalism and reporting The ISCED (International Standard Classification of Education) code has been designed by UNESCO.
Course title:	Brand building
Name in Polish:	Budowanie marki
Organizational unit:	Faculty of Journalism, Information and Book Studies
Course groups:
ECTS credit allocation (and other scores):	5.00 Basic information on ECTS credits allocation principles: the annual hourly workload of the student’s work required to achieve the expected learning outcomes for a given stage is 1500-1800h, corresponding to 60 ECTS; the student’s weekly hourly workload is 45 h; 1 ECTS point corresponds to 25-30 hours of student work needed to achieve the assumed learning outcomes; weekly student workload necessary to achieve the assumed learning outcomes allows to obtain 1.5 ECTS; work required to pass the course, which has been assigned 3 ECTS, constitutes 10% of the semester student load. view allocation of credits
Language:	Polish
Type of course:	elective courses
Short description:	During the course studetns will recognize principles of brand creation and mechanism of its management
Full description:	In teoretical part of the course teaching blocks are as follows: 1. Brand definitions and types/kinds 2. Brand identity – selected concepts 3. Brand image metrics 4. Brand and customer behavior 5. Brand communication in media perspective 6. Brand communication in market perspective 7. Brand extension strategy 8. Place and national branding 9. Brand creation – qualitative and quantitative approach 10. Financial aspect of branding In practical part blocks are as follows: 1. Brand identity projecting workshop 2. Markets choice and brand positioning 3. Brand communication delivery programs 4. Own, place and luxury brands case studies 5. Brand crisis case studies
Bibliography:	• Witek-Hajduk M., Zarządzanie silną marką, Oficyna Wolters Kluwer, Warszawa 2011. • Patkowski P., Potencjał konkurencyjny marki, Poltext, Warszawa 2010 • Kall J. et al., Zarządzanie marką, Oficyna Ekonomiczna, Kraków 2006 • Szulce H., Janiszewska K., Zarządzanie marką, Wydawnictwo AE, Poznań 2006 • Franzen G., Moriarty S., The Science and Art of Branding, M.E.Sharpe, London 2009
Learning outcomes:	After completing the course, student: KNOWLEDGE: • Possesses general knowledge about brands creation, principles of their performance and management SKILLS: • Is qualified to perform basic brand building process OTHER COMPETENCES: • Is aware of brand place and role in contemporary society
Assessment methods and assessment criteria:	Student’s theoretical apprecation will be evaluted on written test result basis. Practical part of the course will be evaluated on in-course personal activity. Student’s attendance will be taken in account.
Practical placement:	Lack of

Classes in period "Winter semester 2023/24" (past)

Time span:	2023-10-01 - 2024-01-28	Selected timetable range: weekly course term Navigate to timetable MO TU W TH FR SA WYK-FAK
Type of class:	Optional lecture, 18 hours more information
Coordinators:	Andrzej Świątecki
Group instructors:	Andrzej Świątecki
Students list:	(inaccessible to you)
Examination:	Course - Grading Optional lecture - Grading

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