This course is designed to provide you with a broad overview of corporate reputation and communication. Lectures are a mix of theory and practical exercises to improve memorization, to increase students’ involvement and work capacities and to make lectures more dynamic. Students will be able to analyze a brand by various parameters of strategy and brand building creativity. Students will also be actively involved in the design and implementation of various strategic communications approaches meant to target different publics on an international scale. Students will be able to explain the differentiating insight, consumer-based values and other factors constituting a brand as well as to analyze and interpret the market position of competitive brands in the same product category. Understand and appreciate integrated marketing communications and its channels. Manage the decision making stages in planning and execution of brand communication.
- Teacher: Andrey Gilvanov