Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Brand Management (17.IM1816)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

General information:

Category	Professional-applicative
Scientific or art field	Industrijski marketing, preduzetništvo i inovacije Proizvodni i uslužni sistemi, organizacija i menadžment
ECTS	5

The objective of this course is to master the basic knowledge in the field of brand management processes and brands as the most valuable asset of successful modern companies. The objective of the course is that the graduate engineer of management acquires the competencies for making business decisions and creating strategies of differentiation and positioning in order to develop sustainable brands.

Students will be able to develop and implement strategies for branding products, services and/or company, the creation of creative and communication strategies and techniques of translating the satisfied customers into the loyal ones. The graduated engineer of management acquires competencies for the design and implementation of marketing activities and programs for managing sustainable brands.

Managing brand elements; Determinants of the branding process on B2B and B2C market; Profiling the brand by quality, innovation and differentiation; Positioning the brand; Strategic approach to the branding process; Corporate and product branding; Brand and corporate strategies; Co-branding and re-branding strategies; Optimizing brand portfolio; Effective brand communication. LEAN branding; Reflection of values and brand strength - brand metrics; Place branding; Corporate social responsibility - brand ethics.

Classes include lectures and auditory exercises. During the lectures, students acquire theoretical knowledge in the field of brand management. The auditory exercises encourage work in groups and include solving practical examples through the analysis and discussion of real brand strategies, as well as the development of new ones, with a special emphasis on interactive work with students and encouraging creative, and feasible solutions.