COURSE INFORMATION Course Title: BRANDING AND BRAND MANAGEMENT

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 354	C	6	3	0	0	3	6

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Waldemar Adam Pfoertsch
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:
Teaching Assistant(s) and Office Hours:	Kejsi Sulaj Ms. Kejsi Sulaj; Can be contacted by email: ksulaj17@epoka.edu.al
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:
Course Description:	This course is an introduction to the principles of brand and brand management basics. Moreover this course gives some insight on practical applications of branding. Companies in order to gain competitive advantage in this highly competitive market need to focus on building strong brands. Branding is the concept which can be applied to nearly anything. Also brand dimensions are being exploited during this course. Relationship of branding together with other concepts such as strategy and management is another important point of this course.
Course Objectives:	Consumer branding is the focal point of all businesses, domestic and global. Challenges in developing effective consumer brands must be integrated with the company’s short and long-term strategic and operational plans. One of the major goals is to identify branding issues in depth, experienced by marketing firms. Topics included are challenges and changes in marketing branding strategies that worked yesterday but likely will not fit tomorrow’s customer, managing the distribution channel to build brand equity, developing effective communication strategies in a digital environment, establishing effective global brands by region, issues-attributes-challenges in building domestic and global customer relationships.

COURSE OUTLINE

Week	Topics
1	Lecture Instruction for Preparation of Student Introduction
2	Introduction Brands and Brand Management Case AirBnB 2019
3	Brands and Brand Management Group 1 – Case The Nespresso Story
4	Customer Based Brand Equity Group 2 - Case– Lenovo
5	Brand Positioning Group 3 Case – B. Braun Melsungen AG
6	Choosing Brand Elements Group 4 Case – Tata Nano
7	Midterm
8	Integrated Marketing Communication Group 5 Case – Kaspersky Lab
9	Measuring and Interpreting Brand Performance Group 6 Case – Nio Cars
10	Designing and Implementing Branding Strategies Group 7 Case – Accenture
11	Managing Brands over Time Group 8 Case – BharatBenz
12	Managing Brands over Geographic Boundaries Group 9 Case – Patagonia
13	Preparation for Projects' Presentation
14	Projects' Presentations

Prerequisite(s):
Textbook:	Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4thd Edition, Pearson, 2013
Other References:	Kotler, Philip; Pfoertsch, Waldemar: B2B Brand Management, Springer, Heidelberg, New York, 2006 or Chinese Version Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe: H2H Marketing - The Genesis of Human-to-Human Marketing 2021
Laboratory Work:
Computer Usage:
Others:	No

COURSE LEARNING OUTCOMES

1	Be able to describe and identify all the components of Brand Management and how they affect and improve marketing decision-making.
2	Be able to design, implement and evaluate Branding strategies.
3	Be able to understand how “strong” brands are created and what should be done to maintain strong brands over time.

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Bachelor in Banking and Finance (3 years) Program
1	The students are gained the ability to look at the problems of daily life from a broader perspective. They gain the needed skills not only to understand economic problems in banking and finance but also to construct a model and defend in meaningful way.	5
2	They have knowledge about the finance and banking.	1
3	They have knowledge about the money and banking.	2
4	They have knowledge about the international finance and banking.	1
5	They have ability to use mathematical and statistical methods in banking and finance.	1
6	They know how to use computer programs in both daily office usage and statistical data evaluations in banking and finance department.	1
7	They have necessary banking and finance skills that needed in private and public sector.	1
8	They are intended to be specialist in one of departmental fields that they choose from the list of general economics, finance economics, public finance, corporate finance, finance management, international finance markets and institutions, banking and central banking, international finance and banking, money and banking, international trade and banking.	1
9	They have ability to utilize fundamental economic theories and tools to solve economic problems in banking and finance.	1
10	They are aware of the fact that banking and finance is a social science and they respect the social perspectives and social values of the society’s ethics.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	20
Project	1	30
Final Exam	1	40
Attendance		10
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms	1	3	3
Assignments			0
Final examination	1	3	3
Other	16	2	32
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6