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HU Credits:
3
Degree/Cycle:
2nd degree (Master)
Responsible Department:
Business Administration
Semester:
2nd Semester
Teaching Languages:
Hebrew
Campus:
Mt. Scopus
Course/Module Coordinator:
Yehudi Lipman
Mr. yehudi lipman
Coordinator Office Hours:
Monday 18:30-21:15
Teaching Staff:
Mr. Yehudi Lipman
Course/Module description:
The marketing environment is constantly changing. The course will provide participants updated academic knowledge and managerial tools in the field brand management and brand development , used by leading brands.
Course/Module aims:
Providing current and advanced knowledge and creating tools for thinking and analysis in brand management and development/
• getting to know the guidelines and key tools for formulating and analyzing branding methods and brand strategies
• G
Learning outcomes - On successful completion of this module, students should be able to:
Participants will be able to
to analyze and implement advanced branding processes and to tale part in brand building and maintaining processes.
Attendance requirements(%):
Teaching arrangement and method of instruction:
lectures and class discussions
reading
simulations' games and case studies
Course/Module Content:
branding.
brand relationship
brand associations
brand related psychological and cognitive processes.
brand elements
brand design
brand relationship
brand personality
the brand manager rol and interfaces.
Required Reading:
Kevin Lane Keller (2003), Strategic Brand Management, Prentice Hall
Additional Reading Material:
David Aaker (1996). Managing Strong Brands, Free Press
Scott Davis (2000), Brand Asset Management, Jossey-Bass
Leslie de Chernatony (2001) From Brand Vision to Brand Evaluation
Course/Module evaluation:
End of year written/oral examination 45 %
Presentation 0 %
Participation in Tutorials 20 %
Project work 20 %
Assignments 15 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
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