Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Strategic Branding on Industrial Market (17.IMDR42)

Type of studies	Title
Doctoral Academic Studies	Industrial Engineering / Engineering Management (Year: 2, Semester: Winter)

General information:

Category	Scientific-professional
Scientific or art field	Proizvodni i uslužni sistemi, organizacija i menadžment Industrijski marketing, preduzetništvo i inovacije
ECTS	10

Understanding the importance of branding for all participants in the industrial market; mastery of knowledge and skills of strategic management of industry brands; identification of various internal and external factors that influence the brand strategy formulation and building critical views when making business decisions in complex industrial environments.

Developing skills and abilities for a creative management of industry brands, product brands and corporate brands, with the development of awareness about all aspects of the impact on the formulation and implementation of brand strategies in industrial environments. The ability to deal with scientific research in a given area.

Formulating a strategy of branding in industrial conditions; industrial architecture of the brand; models of branding in industrial environments; strategic positioning of the industrial brand; benefits and problems of branding in the industry; managing brand equity; the role of the brand in the process of making purchasing decisions; brand leadership; functional and emotional aspects of industrial branding; the impact of internal and external factors on the value of the brand; industrial brand communication; profitability of industrial brand; trends in industrial branding: online branding and social responsibility of industrial brand.

Lectures (co- mentor with the student chooses one or more modules depending on the size of the module). Consultation. Lectures are performed in combination. Exposure the theoretical part is followed by examples. In addition to the lectures, exercises are held regularly as well as the consultation. Through study research, student are studying scientific journals and other literature, independently deepens material from lectures. Along with the working with the teacher, the student is capable for independently writing a scientific paper.

Authors	Title	Year	Publisher	Language
Michael H. Morrris; Leyland F. Pitt; Earl D. Honeycutt, Jr.	Business-to-Business Marketing: A Strategic Approach	2001	Sage Publications, London	English
Wilson, R. M. S. and Gilligan,C.	Strategic Marketing Management: Planning, implementation and control	2005	Elsevier, Amsterdam	English
Dejanović, A., Nikolić, S., Stanković, J.	Integral model of strategic management: Identification of Potential Synergies.	2015	Acta Polytechnica Hungarica, Vol. 12, No. 8, ISSN: 1785-8860, 115-133.	English
Keller, Kevin L.	Strategic Brand Management: Building, Measuring and Managing Brand Equity	2003	Prentice Hall, New Jersey	English