Back

CDM 3264 CORPORATE IDENTITY MANAGEMENT AND BRANDING

GENERAL INFORMATION
COURSE DESCRIPTION

LEVEL OF STUDY: UNDERGRADUATE

COURSE UNIT CODE: CDM 3264

SEMESTER: 3rd

COURSE TITLE: CORPORATE IDENTITY MANAGEMENT AND BRANDING 

TEACHING WEEKLY HOURS: 3 H/W LECTURES

ECTS: 4

COURSE TYPE: CORE ELECTIVE

TEACHING AND EXAM LANGUAGE: GREEK

COURSE DELIVERY TO ERASMUS STUDENTS: YES (in English)

The aim of the course is to familiarize students with the concepts of corporate identity management, corporate image, and reputation. In particular, students will learn how a brand is created, managed, communicated, and evolving over time. The various stages of corporate identity plans are also presented, and emphasis is placed in the concept of corporate reputation and the way is measured, planned, and managed. The course also covers important aspects of place/destination/city branding.

On successful completion of this module the learner will be able to: 

  • Distinguish the concepts between corporate identity, image, brand and reputation. 
  • Design corporate missions and visions for businesses or organizations.  
  • Outline reputation and brand management plans.  
  • Assess and formulate effective rebranding strategies for product or corporate brands.  
  • Measure a brand’s equity, reputation, and value. 
  • Evaluate branding and rebranding strategies or organizations/brands through analysis of case studies.