Brand-Management and Integrated Marketing Communications:
Course description:
The main goal of this course is to provide a comprehensive and up-to-date treatment of the
subjects of brands, brand equity and strategic brand management. The course helps
students to understand the important issues in planning and evaluating brand strategies, as
well as provide appropriate concepts, theories and tools (strategical and tactical guidelines) to
make better branding decisions (to build, measure and manage brand equity).
Instructor: Alexandrovsky, Sergey V.
Credit points: 6
Faculty: Faculty of Management
Language: English
Level: Master
Academic hours: 72
Syllabus:
1. Introduction to branding, basic definitions of branding
2. Customer-based brand equity
3. Brand positioning and values
4. Choosing brand elements to build brand equity
5. Designing marketing programs to build brand equity
6. Integrated marketing communications to build brand equity (incl. digital media and
other new media)
7. Brand equity measurement and management system
8. Designing and implementing brand strategies
9. Brand extensions
10. Legal aspects of branding
11. Branding for innovative products
12. Branding for small and medium enterprises (SME)
Readings:
1. Dr Kevin Lane Keller, Dr Tony Aperia, Mats Georgson, Strategic Brand Management:
A European Perspective [Paperback], Financial Times/ Prentice Hall; 2 edition (29
Nov 2011)
2. Leslie de Chernatony, Malcolm McDonald, Elaine Wallace, Creating Powerful Brands
[Paperback], A Butterworth-Heinemann Title; 4 edition (29 Sep 2010)
3. Jean-Noel Kapferer, The New Strategic Brand Management: Advanced Insights and
Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand
Equity) [Paperback], Kogan Page; Fifth Edition edition (February 28, 2012)
4. Belch, G. Advertising and Promotion: An Integrated Marketing Communications
Perspective 9th edition / G. Belch, M. Belch. - McGraw-Hill/Irwin, 2011.
5. Moriarty, Sandra E. (Sandra Ernst) Advertising & IMC: principles & practice / Sandra
Moriarty, Nancy Mitchell, William Wells. / Prentice Hall; 9th ed. (2011)
6. Fill , C. Marketing Communications: Interactivity, Communities and Content, 5th
edition / C. Fill. - Financial Times / Prentice Hall, 2009.