Course Title : Communication and Management of Institution Brand Identity
Code		Course Type	Regular Semester	Lecture (hours/week)	Seminar (hours/week)	Lab (hours/week)	Credits	ECTS
COM 422-1		B	2	3	0	0	3.00	6
Lecturer and Office Hours
Teaching Assistant and Office Hours
Language				Albanian
Course Level
Description		This course focuses on the key information needed to brand management and communication .Në this class will become clear what it means to manage a brand. Students will learn to plan and implement a strategy and marketing tactic.
Objectives		Inform students and to clarify concepts and ways to manage a brand. The main purpose of this course is to acquaint students with a critical understanding of the concepts of the brand.
Course Outline
Week	Topics
1	What is the brand?
2	Brand Processes
3	Customer relationship of the brands
4	Brand Promises and Values​
5	Brand Personality
6	The immutable laws of branding
7	Working on the Course Project
8	Midterm Exam
9	Presentation and relaunching of Brands vs Products
10	Brand Positioning and Institutional Identity
11	Meaning and methods of B2B (business to business relationship)
12	Managing retail brands
13	Planning, evaluation and competition of brands
14	Brand Equity and Diversity
15	Project Overview and students' presentations
16	Final Exam
Prerequisites
Textbook
Other References
Laboratory Work
Computer Usage
Other
Learning Outcomes and Competences
1	Students will learn that what is a brand and what it represents.
2	Students will understand the the brand relationship with the customers.
3	Students will be able to create, manage, assess and critique a brand
Course Evaluation Methods
In-term studies						Quantity	Percentage
Midterms						1	20
Quizzes						2	20
Projects						0	0
Term Projects						1	30
Laboratory						0	0
Attendance						0	0
Contribution of in-term studies to overall grade							70
Contribution of final examination to overall grade							30
Total							100
ECTS (Allocated Based on Student) Workload
Activities					Quantity	Duration (hours)	Total Workload (hours)
Course Duration (Including the exam week : 16 x Total course hours)					16	3	48
Hours for off-the-classroom study (Pre-study, practice)					14	6	84
Assignments					1	0	0
Midterms					1	8	8
Final examination					1	10	10
Other					0	0	0
Total Work Load							150
Total Work Load / 25 (hours)							6
ECTS							6

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