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Brand Management

2018/2019
Учебный год
ENG
Обучение ведется на английском языке
6
Кредиты
Статус:
Курс обязательный
Когда читается:
1-й курс, 3, 4 модуль

Преподаватели

Course Syllabus

Abstract

The course helps students to learn brand manager job requirements, set brand goals, select and apply data analysis methods for data-informed brand management and make brand management decisions based on data.
Learning Objectives

Learning Objectives

  • Find out how to make brand management decisions based on data.
Expected Learning Outcomes

Expected Learning Outcomes

  • Know job requirements. Set goals.
  • Collect and analyse data.
  • Make decisions based on data.
Course Contents

Course Contents

  • Brand management jobs and goals
    Job requirements. How to set brand goals.
  • Data analysis for brand management
    How to select and apply data analysis methods for data-informed brand management.
  • Data-informed brand management
    How to make brand management decisions based on data.
Assessment Elements

Assessment Elements

  • non-blocking Homework
  • non-blocking In-class assignment
  • non-blocking In-class assignment
  • non-blocking In-class assignment
Interim Assessment

Interim Assessment

  • Interim assessment (3 module)
    0.25 * Homework + 0.25 * In-class assignment + 0.25 * In-class assignment + 0.25 * In-class assignment
Bibliography

Bibliography

Recommended Core Bibliography

  • Kapferer, Jean-Noël. The New Strategic Brand Management: Advanced Insights and Strategic Thinking [Электронныйресурс] / Jean-Noël Kapferer; БД books24х7. – Fifth Edition. - Kogan Page, 2012. – 512 pages. – ISBN 9780749465155. –Режим доступа: https://library.books24x7.com/toc.aspx?bookid=45593. – Загл. с экрана.

Recommended Additional Bibliography

  • Ariely, Dan. The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home [Электронный ресурс] / Dan Ariely; БД books24х7. – HarperCol-lins, 2010. – 160 pages. – ISBN 978-0061995040. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=48980. – Загл. с экрана.
  • Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.