60-327 Developing a startup company: from idea to brand
second cycle Master degree study programme Management
Course Supervisor: Prof. Mitja Ruzzier, Assoc. Prof. Jana Hojnik
Content
Course purpose
The course purpose is to gain knowledge and skills related to development and analysis of various elements of brand.
Content (Syllabus outline)
- Specifics and characteristics of startup companies
- Basic elements and importance of brands for successful commercialization of innovations
- The role of users and entrepreneurs in the brand development – two dimensional approach
- User involvement in startup brands co-creation
- The importance of vision and mission – step zero in brand development
- Setting the background: industry analysis, customer, competition and self-analysis
- Story development – invisible startup brand identity Development of visual identity elements (design, packaging, slogan, name, domain)
- Development of visual elements of a brand
- Registration of brands – legal aspects
- Startup brand implementation
- Communication with your target customers and internally with employees
- Metrics: validation and measurement of specific brand elements
- Use of ICT tools and social media in startups’ brand development