B_PH_UBM_k Introduction to Brand Management

NEWTON University
winter 2026
Extent and Intensity
0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Martin Přibyl, Ph.D., MBA (lecturer)
Ing. Martin Přibyl, Ph.D., MBA (seminar tutor)
Guaranteed by
Ing. Martin Přibyl, Ph.D., MBA
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
B_PH_UBM_k/01: Sun 8. 11. 10:25–14:30 PH Učebna 03, Sun 22. 11. 10:25–11:55 PH Učebna 04, Sun 13. 12. 10:25–14:30 PH Učebna 03, M. Přibyl
Prerequisites (in Czech)
(!B_BA_UBM_p Introduction to Brand Management) && (!B_BA_UBM_k Introduction to Brand Management) && (!B_BR_UBM_p Introduction to Brand Management) && (!B_BR_UBM_k Introduction to Brand Management) && (!B_PH_UBM_p Introduction to Brand Management) && (!B_PH_UBM_k Introduction to Brand Management)
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives

The course focuses on developing students’ knowledge and skills in building brands for individuals, commercial entities and other organisations. It introduces students to the fundamental concepts of brand building, along with the tools and methods that underpin brand management, reputation management and the creation of first impressions with target customer segments in mind. It also emphasises the importance of understanding customers, including their needs, expectations, decision-making processes and the factors influencing their purchasing behaviour.


The course covers selected aspects of marketing and builds on foundational marketing knowledge. Teaching also includes guest lectures by external branding specialists and managers. Seminars involve case studies and practical assignments drawn from business and non-business organisations.

Syllabus

  1. Introduction to the subject, basic concepts, the history of brand building and an overview of its approaches, the brand as a story
  2. Brand pillars and essence, brand design
  3. Components of brand attitudes and how to influence them, the influence of brands on consumer decision-making
  4. The relationship between segmentation, targeting, positioning and differentiation
  5. Customer satisfaction and quality in relation to the brand, customer references
  6. Building a strong brand
Literature
  • KARLÍČEK, Miroslav. Marketingová komunikace. Praha: GRADA Publishing, 2016. 222 s. ISBN 978-80-247-5769-8.
  • NEUMEIER, Marty. The Brand Flip. In the Unit States: Copyright, 2015. 146 s. ISBN 0-134-17281-7.
  • VLACH, Robert. Na volné noze. V Brně: Jan Melvil Publishing, 2017. 760 s. ISBN 978-80-7555-015-6.
  • RUDELIUS, W; KERIN, R A; HARTLEY, S W. Marketing. New York: McGraw-Hill Education, 2015. 740 s. ISBN 978-0-07-786103-2.
  • NEUMEIER, Marty. The Brand Gap. In the Unit States: Copyright, 2006. 194 s. ISBN 0-321-34810-9.
Assessment methods

Course credit (full-time study)


Course credit is awarded on the basis of seminar attendance (at least 70%) and the preparation and presentation of a group seminar paper.


Course credit (combined-mode study)


Students must complete an individual project.


Examination (full-time and combined-mode study)


The examination is oral.

Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms winter 2024, winter 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/winter2026/B_PH_UBM_k