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. Manage the processes for creation of efficient brand management platform at the external stakeholders level.
  2. Manage the processes for creation of efficient brand reputation platform at the external stakeholders level.
  3. Manage the processes of brand management and reputation at the communication level for external stakeholders.
  4. Manage the processes of brand reputation at the tactical and operational level
  5. Manage the processes of brand management at the tactical and operational level

Preferred learning outcomes

  1. Manage the processes for creation of efficient brand management platform for all stakeholders.
  2. Upravljati procesima upravljanja markom na komunikacijskoj razini svih dionika
  3. Manage the processes of brand management and reputation at the communication level for all stakeholders.
  4. Manage the processes of brand reputation at the strategic level
  5. Manage the processes of brand management at the strategic level