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Высшая школа экономики
Личный кабинет сотрудника ВШЭПоиск
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Course Syllabus

Бакалавриат 2025/2026

Брендинг

Статус: Курс по выбору (Международный бакалавриат по бизнесу и экономике)
Кто читает: Департамент менеджмента
Где читается: Санкт-Петербургская школа экономики и менеджмента
Когда читается: 4-й курс, 1 модуль
Охват аудитории: для всех кампусов НИУ ВШЭ
Преподаватели: Полосухина Александра Витальевна, Савина Дарья Олеговна
Язык: английский
Кредиты: 3
Контактные часы: 28

Course Syllabus

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Abstract

This comprehensive course is tailored for undergraduate students seeking to delve into the intricacies of branding and its strategic application in the realm of international business. Within the framework of this module, participants will be exposed to a comprehensive exploration of pivotal brand positioning frameworks and strategies. They will gain the ability to meticulously analyze target audiences, extract valuable insights, craft visual and verbal components of brand identity, design effective communication campaigns, and meticulously evaluate the efficacy of branding initiatives. The culmination of the course will see participants presenting the concept of a newly conceived brand.
Learning Objectives

Learning Objectives

  • - To form a systematic understanding of branding and its role in business
  • - Develop analytical skills: market analysis, audience segmentation, insights
  • - Teach you how to design a brand strategy (mission, values, positioning)
  • - Master the basic principles of visual and verbal brand identity
  • - Plan communications and evaluate brand metrics
  • - Improve creative, research and presentation competencies
Expected Learning Outcomes

Expected Learning Outcomes

  • Theoretical understanding of the concepts of branding, product, and brand difference
  • Skills: market and audience analysis, segmentation, creating customer insight maps
  • Creating and designing a brand's visual identity (logo, colors, fonts)
  • Understanding the brand's mission, values, position, and platform.
  • Developing and arguing communication solutions, writing slogans, and creating brand stories.
  • Selecting and justifying promotion channels, media plans, calculating key metrics (NPS, recognition, sentiment).
  • Presenting projects, teamwork, and research skills.
Course Contents

Course Contents

  • An introduction to branding
  • Strategy and positioning
  • Target audience analysis.
  • The visual foundations of the brand
  • Brand communications
  • Brand management and metrics
  • Personal and professional competencies
  • The final project
Assessment Elements

Assessment Elements

  • non-blocking Lecture tests
    Tests of 5-6 questions per lecture.
  • non-blocking Participation in the seminar and other activities at the seminar
  • non-blocking Homework
  • non-blocking The final project
    Written work: 6-10 slides (PowerPoint/Canva/Figma) and a document in PDF format (5-7 pages) with a written justification of the decisions made and the work performed and with illustrations. Visual materials are required (identity elements, a media plan in the form of a table, an insight map)
Interim Assessment

Interim Assessment

  • 2025/2026 1st module
    0.29 * Homework + 0.12 * Lecture tests + 0.29 * Participation in the seminar and other activities at the seminar + 0.3 * The final project
Bibliography

Bibliography

Recommended Core Bibliography

  • Aaker, D. A. (2014). Building Strong Brands. [Place of publication not identified]: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1977313
  • Aronczyk, M. (2013). Branding the Nation : The Global Business of National Identity. New York: Oxford University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=639329
  • Kapferer, Jean-Noël. The New Strategic Brand Management: Advanced Insights and Strategic Thinking [Электронныйресурс] / Jean-Noël Kapferer; БД books24х7. – Fifth Edition. - Kogan Page, 2012. – 512 pages. – ISBN 9780749465155. –Режим доступа: https://library.books24x7.com/toc.aspx?bookid=45593. – Загл. с экрана.
  • Rowles, D. (2018). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement (Vol. Second edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1640144
  • Veronica Ioana ILIEȘ. (2018). Strategic Personal Branding for Students and Young Professionals. Cross-Cultural Management Journal, (1), 43. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.799678f4672446e7961ece10c16980a5
  • Чернатони Л., МакДональд М., Еремин Б.Л. - Брендинг. Как создать мощный бренд - 5-238-80089-5 - ЮНИТИ-ДАНА - 2017 - https://znanium.ru/catalog/product/1039965 - 1039965 - ZNANIUM

Recommended Additional Bibliography

  • Keller, K. L. (2013). Strategic Brand Management: Global Edition (Vol. 4e, Global edition). Harlow, Essex: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417975

Authors

  • Миронова Алена Геннадьевна