The course is designed to introduce students to the basic assumptions and principles of the brand phenomenon and branding as a process, in relation to historical circumstances and in contemporary cultural contexts, with special regard to the mass production of courses and meanings. Students are introduced to the basic elements, methods and concepts of creating, managing and analyzing brand value.

Didactically, the course is based on encouraging students' analytical and critical thinking, both through verbal dialogue and through analysis of the results of the branding process. In this sense, the seminar paper is also designed, which students work on by choosing a "case" that they analyze, conceptually establish and create strategic principles and tactical recommendations for further brand maintenance and management. The knowledge and knowledge base from the course should create a basis on which students can operationally rely in mastering specific skills in brand management.

The course is designed to introduce students to the basic assumptions and principles of the brand phenomenon and branding as a process, in relation to historical circumstances and in contemporary cultural contexts, with special regard to the mass production of courses and meanings. Students are introduced to the basic elements, methods and concepts of creating, managing and analyzing brand value.

Didactically, the course is based on encouraging students' analytical and critical thinking, both through verbal dialogue and through analysis of the results of the branding process. In this sense, the seminar paper is also designed, which students work on by choosing a "case" that they analyze, conceptually establish and create strategic principles and tactical recommendations for further brand maintenance and management. The knowledge and knowledge base from the course should create a basis on which students can operationally rely in mastering specific skills in brand management.