Brand Management on International Market

"Brand management in the international market" is a sub-discipline of marketing and includes presentation of the principles of planning and implementation of brand and brand portfolio strategy, including luxury brands and the process and tools of the creation of brands of cities, regions and countries.

To familiarize students with the importance of the brand as a competitive advantage of the company both on the domestic and international market, methods of brand valuation, and tools to create brand at various stages of its life cycle, the process and tools to create brands.

Literatura podstawowa:

K.L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddle River, NJ: Prentice-Hall 2008; Jean-Noël Kapferer,The New Strategic Brand Management: Creating and Sustaining Brand Equity, Long Term Kogan Page Publishers, 2008;

Witek-Hajduk M.K., Grudecka A. (2018), Positioning strategies of retailers` brand in the emerging market - a cluster analysis, "International Journal of Emerging Markets", Vol. 13, No. 5, pp. 925-942.

Witek-Hajduk M.K., Grudecka A. (2019), Country of origin from a management perspective of emerging market companies, "International Journal of Management and Economics", https://www.degruyter.com/view/j/ijme.ahead-of-print/ijme-2019-0015/ijme-2019-0015.xml

Literatura uzupełniająca:

M.K. Witek-Hajduk, Międzynarodowe strategie marek. Perspektywa przedsiębiorstw z rynków wschodzących, SGH warszawa 2020. D. Aaker, Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, Free Press, New York 2004; D. Aaker, Brand Relevance: Making Competitors Irrelevant, John Wiley & Sons, New York 2011; W. Olins, Branding the nation - the historical context, Journal of Brand Management, 2002, 9(4-5); S. Anholt, Brand New Justice: the upside of global branding, Butterworth Heinemann, Oxford 2003; E. Potter, Branding Canada: Projecting Canada's Soft Power through Public Diplomacy Montreal/Kingston, McGill-Queen's University Press, 2009; M. Witek-Hajduk (red.), Zarządzanie silną marką, Wolters Kluwer business, Warszawa 2011.D. Aaker, E. Joachimsthaler, Brand Leadership: The Next Level of the Brand Revolution, Free Press, New York 2000; M. Witek-Hajduk, Zarządzanie marką, Difin, Warszawa 2001; M. Witek-Hajduk, Sposoby pozyskiwania marek przez przedsiębiorstwa międzynarodowe, w: E. Duliniec (red.), Marketing międzynarodowy. Uwarunkowania, instrumenty, tendencje, Oficyna Wydawnicza SGH, Warszawa 2007; M. Witek-Hajduk, Rozszerzanie marki przez licencjonowanie, w: J. Kall, B. Sojkin (red.), Zarządzanie produktem. Wyzwania przyszłości, Wydawnictwo AE w Poznaniu, Poznań 2006;

M. Witek-Hajduk, A. Duliniec, Finansowe i marketingowe aspekty wyceny marki, w: H. Brdulak, E. Duliniec, T. Gołębiowski, Wspólna Europa. Tworzenie wartości przedsiębiorstwa na rynku Unii Europejskiej, Oficyna Wydawnicza SGH Warszawa 2007, s. 441-450.

Wiedza:

1. Students have strong background in theoretical aspects of brand management on the international market and brands portfolio management.

2. Students are fluent in methods and techniques of brand valuation.

3. Students know which elements of theory and which tools to employ for solving a particular practical problem in the area of brand management and brands portfolio management on the international market.

1. Students have strong background in theoretical aspects of brand management on the international market and brands portfolio management....

2. Students are fluent in tools and techniques of brands' strenthening.

3. Students know which elements of theory and which tools to employ for solving a particular practical problem in the area of brand management and brands portfolio management on the international market.

Umiejętności:

1. Student is able to apply methods/techniques of marketing analysis for solving particular practical problem of brand management and brand portfolio management on the international market.

2. Student is able to formulate international branding strategy .

3. Student is able to formulate a brand portfolio strategy on the international market.

1. Student is able to apply methods/techniques of marketing analysis for solving particular practical problem of brand management and brand portfolio management on the international market.

2. Student is able to formulate international branding strategy.

3. Student is able to formulate a brand portfolio strategy on the international market.

Kompetencje społeczne:

1. Student has the ability to understand the legal and ethical issues in brand management.

2. Student has the ability to team work.

1. Student has the ability to understand the legal and ethical issues in brand management.

2. Student has the ability to team work.

kolokwium: 35.00%

referaty/eseje: 40.00%

ocena z ćwiczeń: 25.00%