Course period: 2.
Year of study: 1.
Compulsory module
The aim of the course is to provide knowledge in the field of product quality, emphasizes their importance in a competitive market environment, current approaches of companies to their management, provision, analysis, and improvement. a set of knowledge / information about the role of the product about its quality. This course focuses on the characteristics and classification of products and the process of building and managing a brand from the perspective of marketing management.
Brief module description:
Product characteristics, meaning, definitions, product classification, basis, expectations and potential product, differences of industrial and consumer markets, importance of purchase. Purchase contract functions, international legal protection of the brand, brand identity, brand value, brand engagement strategies, brand positioning in product strategy, brand positioning, protected trademark, packaging - as the fifth P - Packaging, label, the process of building and managing a brand from the point of view of rational marketing management, branding strategy.
