Knowledge of the Discipline
After completing the course, the student should be able to:
- Understand the key concepts of branding and brand management, and recognize different theoretical approaches to examining brands.
- Identify the key mechanisms and tools in brand communications
- Apply theories of brand management and marketing communication into practice.
Academic Skills
After completing the course, the student should be able to:
Propose and justify solutions related to brand management and communications from both company and agency perspectives
Evaluate brand management decisions and purposeful use of communication tools, combining analytical, critical, and creative thinking.
Transferable skills
After completing the course, the student should be able to present and argue their case orally and in writing. The course strengthens students' skills in making convincing presentations, and their digital skills are enhanced through the use of hands-on graphic design tools (such as Adobe InDesign, Canva, or similar).
The course also provides concrete core marketing skills, such as brand positioning and differentiation for strategic customer groups, applying principles of integrated marketing communication, and creating campaign plans.
In the group assignment, teamworking and interpersonal interaction skills are enhanced as the assignment simulates the actual interactions and professional roles (company/agency collaboration) related to brand management.
