KZ

Стратегическое управление брэндами

  • This course examines the theories as well as empirical evidence on strategic brand management. It addresses important branding decisions faced by organizations. The objectives are: to increase the students’ understanding of important issues in planning and evaluating brand strategies; to highlight appropriate theories, models, and other tools that enhance branding decisions; and to provide a forum for students to apply these principles. Particular emphasis is on understanding the customers’ psychological principles, resulting in improved managerial decision-making regarding brands. The course will make these concepts relevant to most types of organization (public or private, large or small). During the course students will be introduced to the theoretical concepts of branding and brand management. Interactive learning integrates theory into practice through case studies, analysis of video materials, and analysis of brand strategies for the company operating in Kazakhstan and its presentation.
  • Образовательная программа 8D04107 Деловое администрирование
  • ВУЗ Университет КИМЭП
  • Кредитов 5
  • Селективная дисциплина
  • Год обучения 1
  • Семестр 2
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