品牌管理 International 业务 Program Fall 2024 Semester CEA CAPA & UNYP ——布拉格

This course aims to acquaint students with the concept of brand and brand equity as well as with the main steps in the process of brand creation and brand management. It also explains the role of marketing and communication strategies in the process of building and maintaining a strong brand. We will explore the influence and the importance of the consumer behavior and customer engagement which should be considered by marketers in their efforts to create a successful brand. In this course we will also discuss the research techniques and analytical processes which build the system of measuring and monitoring the brand development. contributing to the advent and management of effective and successful brand-product strategies. The course also focuses on the question of managing global brands and their adjustment within a local environment. The course includes assignments and a term project where the students will have the chance to try preparing a creative brief, evaluate the brand and brand strategy (including an evaluation of its marketing/communication campaigns) of a chosen product or organizational unit as well as prepare a proposal on creating a brand strategy for an emerging brand so that to ensure its success.