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Development and Management of International Brands
Study Course Description
Course Description Statuss:Approved
Course Description Version:1.00
Study Course Accepted:11.03.2024 17:23:27
| Study Course Information | |||||||||
| Course Code: | SZF_092 | LQF level: | Level 6 | ||||||
| Credit Points: | 3.33 | ECTS: | 5.00 | ||||||
| Branch of Science: | Management; Business Management | Target Audience: | Marketing and Advertising | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Kristīne Blumfelde-Rutka | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 7 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 14 | ||||
| Classes (count) | 7 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 14 | ||||
| Total Contact Hours | 28 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 18 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Knowledge about the communication and marketing process, its elements and interactions between the elements; knowledge and skills in communication and marketing planning; skills to conduct research corresponding to the field of social sciences. | ||||||||
| Objective: | To create an understanding of the essence of the brand concept and branding, looking at it as a set of activities and processes in today's international business environment. To study the formation of brand values, associations and competitiveness and the factors affecting them. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Brand, its historical development, definitions, basic elements and understanding | Lectures | 2.00 | auditorium | |||||
| 2 | Case Analysis: Principles of Sustainable Branding | Classes | 2.00 | auditorium | |||||
| 3 | Brand influence on customer behaviour in the market, factors affecting it in different product categories | Lectures | 2.00 | auditorium | |||||
| 4 | Case analysis: Brand marketing communications in the context of corporate social responsibility | Classes | 2.00 | auditorium | |||||
| 5 | Branding and positioning | Lectures | 1.00 | auditorium | |||||
| 6 | Case analysis: Building a brand's visual identity | Classes | 2.00 | auditorium | |||||
| 7 | Determinants of brand competitiveness | Lectures | 1.00 | auditorium | |||||
| 8 | The process of commercializing a scientific idea | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Brand, its historical development, definitions, basic elements and understanding | Lectures | 1.00 | auditorium | |||||
| 2 | Case Analysis: Principles of Sustainable Branding | Classes | 2.00 | auditorium | |||||
| 3 | Brand influence on customer behaviour in the market, factors affecting it in different product categories | Lectures | 1.00 | auditorium | |||||
| 4 | Case analysis: Brand marketing communications in the context of corporate social responsibility | Classes | 1.00 | auditorium | |||||
| 5 | Branding and positioning | Lectures | 1.00 | auditorium | |||||
| 6 | Case analysis: Building a brand's visual identity | Classes | 1.00 | auditorium | |||||
| 7 | Determinants of brand competitiveness | Lectures | 1.00 | auditorium | |||||
| 8 | The process of commercializing a scientific idea | Lectures | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Students are required to carry out independent work within the frame of the study course. Students choose one of the topics of independent work upon consulting with the lecturer. The work is intended for student groups of 3-4 students. Calendar schedule will be agreed upon during the first and second lecture, which will include the presentation times. In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal. | ||||||||
| Assessment Criteria: | The learning of the subject matter will be evaluated based on: activity and quality of answers in seminars (development of seminar papers) (20%); grades for prepared lecture theses / essays (20%); independent work (20%); exam paper (40%). | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | Gather knowledge of the impact of a brand on the company’s competitiveness in the market and the successful development of marketing and advertising. | ||||||||
| Skills: | Ability to evaluate brand influence on customer behaviour in the market, factors affecting it in different product categories. | ||||||||
| Competencies: | Understands the specifics of branding, its visual identity, elements and associations. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Johnson, Michael. Branding: in five and a half steps: the definitive guide to the strategy and design of brand identities; with over 900 illustrations. NY: Thames & Hudson Inc., 2016. | ||||||||
| 2 | Romaniuk, Jenni. How brands grow. Part 2, Including emerging markets, services and durables, new brands and luxury brands. South Melbourne, Victoria : Oxford University Press, 2016. | ||||||||
| 3 | Kotler Ph., Keller K.L. Brady M., Goodman M. Hansen T. Marketing Management. 2nd edition. Pearson. 2012. | ||||||||
| 4 | Bastos W., Levy S. J., 2012., A history of the concept of branding: practice and theory, Journal of Historical Research in Marketing, Vol. 4 Iss: 3 | ||||||||
| Additional Reading | |||||||||
| 1 | Tungate, Mark. Reklāmzeme: pasaules reklāmas vēsture. [Santas Šūnas tulkojums latviešu valodā]. Rīga: Jāņa Rozes apgāds, 2011. | ||||||||
| 2 | Hult, Pride, Ferell. Marketing. South Western. 2012 | ||||||||
| 3 | Robles, M.C. 2019. How to Become a Sustainable Brand. Euromonitor International. | ||||||||
| 4 | Corporate identity trends 2020 | ||||||||
| 5 | Nguyen, A.T., Parker, L., Brennan, L., Lockrey, S. A consumer definition of eco-friendly packaging. Elsevier, Science Direct. Vol.252. 1-11. | ||||||||
| 6 | Esiami, S., 2020, The effect of brand experience on brand equity and brand loyalty through the mediating role of brand awareness, brand image and perceived quality, Archives of Pharmacy Practice, Volume 1, Issue S1 | ||||||||
| Other Information Sources | |||||||||
| 1 | Journal of consumer psychology. | ||||||||
| 2 | Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View. (Nusa Petek, Maja Konecnik Ruzzier) Managing Global Transitions 11 (1) | ||||||||
| 3 | Theoretical Aspects of Brand Building in Seafood Industry. (Anna Križanová, Jana Majerová, Peter Majerčák, Tomáš Klieštik) Nase More, 2013, Vol.60 Issue 5/6, | ||||||||
