The Branding and Communication course is divided into two strongly connected parts.
The Branding course (part 1) aims to raise students' awareness about the importance of branding as one of the most important sources of value for the company, about the complexity of brand management, about the opportunities a strong brand can create for a company.
The course presents topics concerning brand management from a theoretical perspective, accompanied by illustrative examples, case studies discussion, project works and manager speeches. During the course the main topics concerning branding such as brand identity, brand image, brand positioning, etc. will be analyzed. Then we will focus on the main methods and tools for creating, managing and developing a brand.