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
WeekTopics
1What is the brand?
2Brand Processes
3Customer relationship of the brands
4Brand Promises and Values​
5Brand Personality
6The immutable laws of branding
7Working on the Course Project
8Midterm Exam
9Presentation and relaunching of Brands vs Products
10Brand Positioning and Institutional Identity
11Meaning and methods of B2B (business to business relationship)
12Managing retail brands
13Planning, evaluation and competition of brands
14Brand Equity and Diversity
15Project Overview and students' presentations
16Final Exam
Prerequisites
Textbook
Other References
Laboratory Work
Computer Usage
Other
Learning Outcomes and Competences
1Students will learn that what is a brand and what it represents.
2Students will understand the the brand relationship with the customers.
3Students will be able to create, manage, assess and critique a brand
Course Evaluation Methods
In-term studies Quantity Percentage
Midterms120
Quizzes220
Projects00
Term Projects130
Laboratory00
Attendance00
Contribution of in-term studies to overall grade70
Contribution of final examination to overall grade30
Total100
ECTS (Allocated Based on Student) Workload
Activities Quantity Duration
(hours)
Total Workload
(hours)
Course Duration (Including the exam week : 16 x Total course hours) 16348
Hours for off-the-classroom study (Pre-study, practice) 14684
Assignments 100
Midterms 188
Final examination 11010
Other 000
Total Work Load 150
Total Work Load / 25 (hours) 6
ECTS 6

Get Syllabus PDF (Albanian) Get Syllabus PDF (English)