Development and Management of International Brands (SBUEK_074)
About Study Course
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.
Prerequisites
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.
Learning outcomes
Gather knowledge of the impact of a brand on the company’s competitiveness in the market and the successful development of marketing and advertising.
Ability to evaluate brand influence on customer behaviour in the market, factors affecting it in different product categories.
Understands the specifics of branding, its visual identity, elements and associations.
