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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_092LQF level:Level 6
Credit Points:3.33ECTS:5.00
Branch of Science:Management; Business ManagementTarget 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, szfatrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)7Lecture Length (academic hours)2Total Contact Hours of Lectures14
Classes (count)7Class Length (academic hours)2Total Contact Hours of Classes14
Total Contact Hours28
Part-Time - Semester No.1
Lectures (count)5Lecture Length (academic hours)2Total Contact Hours of Lectures10
Classes (count)4Class Length (academic hours)2Total Contact Hours of Classes8
Total Contact Hours18
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.TopicType of ImplementationNumberVenue
1Brand, its historical development, definitions, basic elements and understandingLectures2.00auditorium
2Case Analysis: Principles of Sustainable BrandingClasses2.00auditorium
3Brand influence on customer behaviour in the market, factors affecting it in different product categoriesLectures2.00auditorium
4Case analysis: Brand marketing communications in the context of corporate social responsibilityClasses2.00auditorium
5Branding and positioningLectures1.00auditorium
6Case analysis: Building a brand's visual identityClasses2.00auditorium
7Determinants of brand competitivenessLectures1.00auditorium
8The process of commercializing a scientific ideaLectures1.00auditorium
Classes1.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1Brand, its historical development, definitions, basic elements and understandingLectures1.00auditorium
2Case Analysis: Principles of Sustainable BrandingClasses2.00auditorium
3Brand influence on customer behaviour in the market, factors affecting it in different product categoriesLectures1.00auditorium
4Case analysis: Brand marketing communications in the context of corporate social responsibilityClasses1.00auditorium
5Branding and positioningLectures1.00auditorium
6Case analysis: Building a brand's visual identityClasses1.00auditorium
7Determinants of brand competitivenessLectures1.00auditorium
8The process of commercializing a scientific ideaLectures1.00auditorium
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
1Johnson, 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.
2Romaniuk, Jenni. How brands grow. Part 2, Including emerging markets, services and durables, new brands and luxury brands. South Melbourne, Victoria : Oxford University Press, 2016.
3Kotler Ph., Keller K.L. Brady M., Goodman M. Hansen T. Marketing Management. 2nd edition. Pearson. 2012.
4Bastos 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
1Tungate, Mark. Reklāmzeme: pasaules reklāmas vēsture. [Santas Šūnas tulkojums latviešu valodā]. Rīga: Jāņa Rozes apgāds, 2011.
2Hult, Pride, Ferell. Marketing. South Western. 2012
3Robles, M.C. 2019. How to Become a Sustainable Brand. Euromonitor International.
4Corporate identity trends 2020
5Nguyen, A.T., Parker, L., Brennan, L., Lockrey, S. A consumer definition of eco-friendly packaging. Elsevier, Science Direct. Vol.252. 1-11.
6Esiami, 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.
2Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View. (Nusa Petek, Maja Konecnik Ruzzier) Managing Global Transitions 11 (1)
3Theoretical Aspects of Brand Building in Seafood Industry. (Anna Križanová, Jana Majerová, Peter Majerčák, Tomáš Klieštik) Nase More, 2013, Vol.60 Issue 5/6,