{"id":15690,"date":"2016-01-22T08:48:50","date_gmt":"2016-01-22T08:48:50","guid":{"rendered":"http:\/\/virgo.pravo.hr\/intvla\/www\/wordpress\/?page_id=15690"},"modified":"2019-05-31T00:16:54","modified_gmt":"2019-05-30T22:16:54","slug":"upravljanje-markom","status":"publish","type":"page","link":"https:\/\/intvla.unizg.hr\/index.php\/upravljanje-markom\/","title":{"rendered":"Upravljanje markom"},"content":{"rendered":"

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Upravljanje markom<\/h3>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” padding_bottom=”75″ css_animation=””][vc_column width=”2\/3″][vc_accordion active_tab=”1″ collapsible=”yes” style=”boxed_toggle”][vc_accordion_tab title=”Ciljevi predmeta”][vc_column_text]Cilj kolegija je omogu\u0107iti:<\/p>\n

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a) upoznavanje temeljnih strate\u0161kih marketin\u0161kih podru\u010dja upravljanja markom kao tr\u017ei\u0161nim svojstvom koje stvara i dodaje vrijednost proizvodu\/usluzi\/poduze\u0107u te osigurava diferencijaciju i za\u0161titu od cjenovne konkurencije,<\/p>\n

b) osposobljavanje za kriti\u010dku analizu i procjenu programa upravljanja markom.[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab title=”Sadr\u017eaj predmeta i satnica”][vc_column_text]a) Marka, upravljanje markom \u2013 zna\u010denje i razgrani\u010denje pojmova (2 sata)<\/p>\n

b) Identitet marke, komunikacijske konstante marke, imid\u017e marke (2 sata)<\/p>\n

c) Tr\u017ei\u0161na vrijednost marke, metode mjerenja tr\u017ei\u0161ne vrijednosti marke (2 sata)<\/p>\n

d) Za\u0161tita marke, imitacija marke, la\u017ena marka \u2013 (2 sata)<\/p>\n

e) Strate\u0161ko upravljanje markom \u2013 pozicioniranje, marketin\u0161ki program marke (3 sata)<\/p>\n

f) Privatne marke (3 sata)<\/p>\n

g) Upravljanje markom u elektroni\u010dkom okru\u017eenju (3 sata)<\/p>\n

h) Izazovi upravljanja markom na me\u0111unarodnom tr\u017ei\u0161tu (3 sata)[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab title=”Literatura”][vc_column_text]Obvezna literatura<\/strong><\/p>\n

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1.\u00a0\u00a0\u00a0\u00a0 Materijali dijeljeni na nastavi:<\/p>\n

a)\u00a0\u00a0\u00a0\u00a0 Barron, J., Hollingshead, J. (2004) Brand globally, market locally, Journal of Business Strategy, 25 (1), str. 9-14.<\/p>\n

b)\u00a0\u00a0\u00a0 Herstein, R., Jaffe, E.D. (2007) Launching store brands in emerging markets: resistance crumbles, Journal of Business Strategy, 28 (5), str. 13-19.<\/p>\n

c)\u00a0\u00a0\u00a0\u00a0 Jevons, C., Gabbott, M., de Chernatony, L. (2005) Customer and brand manager perspectives on brand relationships: a conceptual framework, Journal of Product & Brand Management, 14 (5), str. 300-309.<\/p>\n

d)\u00a0\u00a0\u00a0 Jevons, C. (2005) Names, brands, branding: beyond the signs, symbols, products and services, \u00a0Journal of Product & Brand Management, 14 (2), str. 117-118.<\/p>\n

e)\u00a0\u00a0\u00a0\u00a0 Kay, M.J. (2006) Strong brands and corporate brands, European Journal of Marketing, 40 (7\/8), str. 742-760.<\/p>\n

f)\u00a0\u00a0\u00a0\u00a0 Mangold, W.G., Faulds, D.J. (2009) Social media: The new hybrid element of the promotion mix, Business Horizons, 52, str. 357-365.<\/p>\n

2. Vrane\u0161evi\u0107, T. (2007), Upravljanje markama, Accent, Zagreb[\/vc_column_text][vc_empty_space][vc_column_text]Dopunska literatura<\/strong><\/p>\n

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1.\u00a0\u00a0\u00a0\u00a0 Keller, K.L. (2007) Strategic Brand Management \u2013 Building Measuring and Managing Brand Equity, Prentice Hall, New Jersey, NJ.<\/p>\n

2. \u00a0 \u00a0Kumar N., Steenkamp J.B. (2007) Private Label Strategy, Harvard Business School Press, Cambridge<\/p>\n

[\/vc_column_text][\/vc_accordion_tab][vc_accordion_tab title=”Ishodi u\u010denja”][vc_column_text]Ishodi u\u010denja na razini programa kojima predmet doprinosi<\/strong><\/p>\n

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Nakon odslu\u0161anog kolegija i polo\u017eenog pisanog\u00a0 ispita, student\/ica\u00a0 je osposobljen sudjelovati u upravljanju markom za potrebe dugoro\u010dnog uspje\u0161nog poslovanja na doma\u0107em i me\u0111unarodnom tr\u017ei\u0161tu, odnosno rje\u0161avati manje zahtjevne prakti\u010dne probleme, pitanja i zadatke iz podru\u010dja upravljanja markom.<\/p>\n

Ishodi u\u010denja predstavljaju nadogradnju na znanja ste\u010dena u obveznom predmetu ovoga studija Pravo \u017eiga, industrijskog dizajna i drugih oznaka razlikovanja.<\/p>\n

[\/vc_column_text][vc_empty_space][vc_column_text]Ishodi u\u010denja na razini predmeta<\/strong><\/p>\n

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