Brand and reputation management

Course title
Brand and reputation management
Course tag
10416
Semester
1
Course status
Mandatory
ECTS
6
Lectures
30
Practice
30
Independent work
120
Total
180
Teachers and associates
Tomislav Krištof, Lecturer
The course aims
The goal of this subject is to familiarize students with the concept of reputation and explain its role in organization processes. Students will have an opportunity to encounter key fields of reputation management. They will learn how to use tools and channels of communicaution in an effective way with an aim ro guard, strenghten and diferentiate organisation, as well as achieving optimal business goals.
Content
Official subject content is based on showing successful and unsuccessful practices within the field of reputation management, brand management, communication management, crisis communication, using new media and analysis of various cases and discussions.
Literature:
Tihomir Vranešević: Brand management;2007., Zagreb
Supplementary literature
Dowling,G.R., Creaing Corporate Reputations;Oxford 2001.
Joep Cornelissen: Corporate communication: A guide to Theory and Practice; 2008., London (Second Edition)

Minimum learning outcomes

  1. Evaluate brand importance and brand management.
  2. Evaluate and identify the importance of strategic brand management and brand identity elements.
  3. Evaluate and argue the importance and differences between product life cycles and brands.
  4. Argue the role of communication in reputation management as well as liason between strategic development and communication strategy realisation.
  5. Criticize models and advantages of new media with the goal of direct communication with stakeholders.

Preferred learning outcomes

  1. Evaluate the importance of brand and brand management and critically evaluate the relationship between product and brand, and the role and importance of brands for businesses and clients.
  2. Evaluate and identify the importance of strategic brand management and brand identity elements and critically analyze identity management.
  3. Evaluate and argue the importance and differences between product and brand life cycles and consider the strategy of extending and validating the marks and their advantages and disadvantages.
  4. Argue the role of communication in reputation management and evaluate the phases of creating a dominant position on the market.
  5. Criticize models and advantages of new media with the goal of direct communication with stakeholders at the level of strategic communication.