Master
2019/2020
Brand Management
Category 'Best Course for Career Development'
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type:
Compulsory course (Marketing)
Area of studies:
Management
Delivered by:
Department of Marketing (Nizhny Novgorod)
When:
1 year, 3 module
Mode of studies:
offline
Master’s programme:
Marketing
Language:
English
ECTS credits:
6
Contact hours:
40
Course Syllabus
Abstract
The course helps students to learn brand manager job requirements, set brand goals, select and apply data analysis methods for data-informed brand management and make brand management decisions based on data.
Expected Learning Outcomes
- Know job requirements. Set goals.
- Collect and analyse data.
- Make decisions based on data.
Course Contents
- Brand management jobs and goalsJob requirements. How to set brand goals.
- Data analysis for brand managementHow to select and apply data analysis methods for data-informed brand management.
- Data-informed brand managementHow to make brand management decisions based on data.
Interim Assessment
- Interim assessment (3 module)0.25 * Homework + 0.25 * In-class assignment + 0.25 * In-class assignment + 0.25 * In-class assignment
Bibliography
Recommended Core Bibliography
- 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.
Recommended Additional Bibliography
- Ariely, Dan. The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home [Электронный ресурс] / Dan Ariely; БД books24х7. – HarperCol-lins, 2010. – 160 pages. – ISBN 978-0061995040. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=48980. – Загл. с экрана.
- Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.