Brand management

Upravljanje s tržnimi znamkami

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 0 hours of exercises, 20 hours of seminars, 10 hours other forms of work)

Course holder:

doc. dr. Urška Tuškej Lovšin

Type:

Required

Language:

Slovenian

Semester:

Second semester

Study degree

2. level

Course execution:

• Postgraduate Programme of Marketing Communication and Public Relations

Short content

This course provides a theoretical background for understanding brand equity. In this course, students learn to use relevant analyses for evaluating consumer-based brand equity which is a basis for strategic decision making. Students are provided with knowledge of strategic brand management processes, such as brand identity models, positioning strategies, management of brand elements, and designing integrated and competitive marketing strategies.