Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Global branding (17.IMS371)

Type of studies	Title
Specialised Academic Studies	Engineering Management (Year: 1, Semester: Summer)

General information:

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

The objective of the course is to develop students sense of brand power and their impact on the ability of a firm to withstand competitive pressures and advances in dynamic global market conditions. Students will be introduced to the most up-to-date theories, concepts and tools adopted in industries around the world to build lucrative brands.

Students will gain competence in concepts that will be of use to potential future careers in the field of brand management, as well as in other business functions that require work with brands in the global market. Students will develop a customer-based approach to building, measuring, and evaluating strategies for new and existing brands. At the same time, students will be able to learn how to identify the brands significance and measure the brands strength for any particular market offer.

Brands and brand management; Globalization and international business; Identification and establishment of the brands position and value; Internationalization; Positioning the brand in the global market; Integrating marketing tools to build a global brand; Design and implementation of branding strategies; Developing a system for measuring and managing brand equity

Oral lectures and exercises, consultations, individual seminar work, professional visits to specific companies, consideration of concrete case studies.

Authors	Title	Year	Publisher	Language
Kevin Lane Keller	Strategic Brand Management, 4th Edition	2013		English
Jan-Benedict Steenkamp	Global Brand Strategy: World-wise Marketing in the Age of Branding	2018	Palgrave Macmillan	English