Product and Brand
- Credits: 5
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 1
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to provide knowledge in the field of product quality, emphasizes their importance in a competitive market environment, current approaches of companies to their management, provision, analysis and improvement. Provides a comprehensive set of knowledge / information about the product's role and quality. Mastering the basics of product and brand marketing can therefore be key to surviving in the marketplace. This course focuses on the characteristics and classification of products and the process of building and managing a brand in terms of marketing management.
Knowledge: understand product and brand issues, clarify concepts and strategies related to brand management
Competences: the ability to work with product and brand information
Skills: ability and skills in brand management in terms of rational marketing management
Indicative content
Lectures:
1.Product characteristics, levels, meaning, definitions
2 Product classification, product hierarchy
3. Product policy, factors determining product policy, product decisions
4. Five product levels - utility, basic product, idealized expected product, potential product, product expansion, new products, new product development process
5. Product relationship and needs, product strategies, product mix
6. Product life cycle and marketing strategies
7. Product marketing and service marketing
8. Brand identity, brand value
8. Brand management strategies, brand position in product strategy
9.Brand positioning
10.Protected trademark, international legal protection of the brand
11.Packaging - as the fifth P - Packaging, label
12. The process of building and managing a brand from the point of view of rational marketing management
13.Branding strategy
Seminars:
1.Introductory exercise, acquaintance with the conditions of work on the exercise, with the conditions for granting continuous assessment and passing the exam. Repetition of basic concepts and definitions. Division of assignments.
2. Product classification, product hierarchy - examples
3. Product policy, factors determining product policy
4. New product development process - presentations, examples
5.Interim evaluation no. 1.
6. Brand identity expression of brand identity and its meaning, brand position in product strategy - examples, model situations.
7. Brand position - brand value, the essence of brand value - examples
8. Brand management strategy and its key decisions - application on practical examples
9. Brand value creation brand elements, integration into marketing programs - examples
10.Label - part of the package, analysis, examples, model situations.
11.Interim evaluation no. 2.
12. Curriculum summary, corrective continuous assessment.
13. Submission and presentation of seminar work.
Support literature
Elementary literature:
1.CHERNATONY, L.: Značka: Od vize k vyšším ziskům, Brno, Computer Press Vydavateľstvo
2009, ISBN 9788025120071
2.KOTLER, P., WONG, V., SAUNDERS, J. a G. ARMSTRONG: Moderní marketing, Praha: GRADA, Kapitola 5: Produktová strategie a použití značek. 2007.ISBN 978-80-247-1545-2
3.PŘIBOVÁ, M., George Tesar a kolektiv: Strategické řízení značky, případové studie. PROFESSIONAL
PUBLISHING,2003, ISBN: 80-86419-38-X
Supplementary literatúre:
4.KAPFERER, J-N.: The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London and Sterling: Kogan Page Limited
5.HOLT, D.B.: How Brands Become Icons: The Principles of Cultural Branding. Boston: Harvard Business School Publishing,
Syllabus
Lectures: 1.Product characteristics, levels, meaning, definitions 2 Product classification, product hierarchy 3. Product policy, factors determining product policy, product decisions 4. Five product levels - utility, basic product, idealized expected product, potential product, product expansion, new products, new product development process 5. Product relationship and needs, product strategies, product mix 6. Product life cycle and marketing strategies 7. Product marketing and service marketing 8. Brand identity, brand value 8. Brand management strategies, brand position in product strategy 9.Brand positioning 10.Protected trademark, international legal protection of the brand 11.Packaging - as the fifth P - Packaging, label 12. The process of building and managing a brand from the point of view of rational marketing management 13.Branding strategy Seminars: 1.Introductory exercise, acquaintance with the conditions of work on the exercise, with the conditions for granting continuous assessment and passing the exam. Repetition of basic concepts and definitions. Division of assignments. 2. Product classification, product hierarchy - examples 3. Product policy, factors determining product policy 4. New product development process - presentations, examples 5.Interim evaluation no. 1. 6. Brand identity expression of brand identity and its meaning, brand position in product strategy - examples, model situations. 7. Brand position - brand value, the essence of brand value - examples 8. Brand management strategy and its key decisions - application on practical examples 9. Brand value creation brand elements, integration into marketing programs - examples 10.Label - part of the package, analysis, examples, model situations. 11.Interim evaluation no. 2. 12. Curriculum summary, corrective continuous assessment. 13. Submission and presentation of seminar work.
Requirements to complete the course
Full-time study :
Evaluation: total for the semester 100%
Continuous assessment: 30% (written examination 2x) + presentation of assignments 10%
Exam: 60%
Total: exercises + exam - at least 51% for evaluation sufficient and at the same time at least 51% of the exam
Student workload
130 hours in total, of which:
• 26 hours of participation in lectures
• 13 hours preparation for lectures
• 26 hours preparation for active forms of study (exercises)
•13 hours preparation for test
• 13 hours preparation for mid-term evaluation
• 39 hours exam preparation
Language whose command is required to complete the course
Slovak
Date of approval: 05.03.2024
Date of the latest change: 25.07.2022