Strategic brand management
Upravljanje tržnih znamk
6.00 ECTS / 60 (30 hours of lectures, 0 hours of exercises, 20 hours of seminars, 10 hours other forms of work)
doc. dr. Urška Tuškej Lovšin
- Postgraduate Programme of Strategic Marketing Communications
This course offers a theoretical frame for building brand's equity which is strategically managed by the firm as well as its owner. It researches which are the necessary brand elements for customers' long-lasting positive experiences and reciprocally rewarding relationships between the stakeholders and the brand. It evaluates the effects of awareness, knowledge, preferences, attitudes, and behavior in order to establish the elements of brand's equity (BEQ).
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Curriculum was last modified on: 18.05.2020