Branding and Trade Marks

Course title:

Branding and Trade Marks

Course code:

IFBTM

ECTS:

3

In-class hours

Lectures:

15

Laboratory work/Tutorials:

15

Self-preparation hours

Practical training:

30

Other:

15

Total hours:

75

Language:

English

Study cycle:

BSc

Semester:

Winter, summer

Faculty:

Faculty of Economics

Name of the lecturer(s):

Chief Assist. Prof. Haik Garabedian, PhD

Mode of delivery:

Face-to-face, distance learning

Prerequisites:

English Proficiency

Learning outcomes of the course unit:

The Bachelor’s degree course in “Branding and Trade Marks” aims to meet the needs of professionals seeking effective organizational and management skills in branding.

The goal of the course is to develop theoretical knowledge for organizing and managing a corporate brand.

Through the study of the theoretical and practical thematic units included in the discipline, students will gain a deep understanding of the techniques of brand creation and trademark management.

The acquired skills will be applied as follows:

•              Making well-founded managerial decisions for building and developing a trademark.

•              Developing and implementing a branding strategy.

•              Creating customer loyalty.

•              Registering and protecting a trademark.

Course contents:

The essence of the brand and the policy of its use to increase market power

Branding research

Audit and analysis of the brand’s market value

Types of branding strategies

Organization and management of the company’s branding policy

Elements of branding policy and their role in creating and maintaining the corporate brand

Strategies for protecting the corporate brand

Recommended or required reading:

1.            Bencheva, N. Marketing. Academic Publishing House of the Agricultural University, Plovdiv, 2014.

2.            Radev, T. Marketing Exercise Guide. Academic Publishing House of the Agricultural University, Plovdiv, 2012, p. 200.

3.            Bencheva, N. Fundamentals of Business Management. Academic Publishing House of the Agricultural University, Plovdiv, 2009.

4.            Borisov, P., & Radev, T. Business Planning. Letera Publishing, Plovdiv, 2009, p. 214.

5.            Drucker, P. Innovation and Entrepreneurship. Klassika Stil Publishing, Sofia, 2002.

Planned learning activities and teaching methods:

The training in this discipline is conducted through lectures, practical exercises, and supervised out-of-class work.

During the lectures, the topics from the curriculum are presented.

Discussion questions are also included in each session. The lecture material provides the necessary theoretical foundation for conducting practical exercises, in which specific managerial cases and problems are solved.

Assessment methods and criteria:

Exercise evaluation, Written exam

Each student will develop a thematic project. The goal is to apply the knowledge and skills acquired during the lectures in practice.

The completed projects are presented and discussed collectively during a seminar session. The project topics are selected by each student according to his/her interests.

15 hours are dedicated to project consultation and delivery.