APPLIES TO ACADEMIC YEAR 2016/2017
BTH 3116 Bachelor Thesis - Brand Strategy
Responsible for the course
Department of Marketing
According to study plan
Language of instruction
This bachelor thesis will, in combination with the course BST 3115 Brand strategy, 15 credits represent a specialization in the field of 30 credits. Students at the Bachelor's degree in Marketing Management or Retail Management that has this combination will be writing on specialization in their final diploma.
Specialization in Brand strategy aims to give students the skills to work with tasks within organizations, advertising - and media agencies.
The thesis is a major independent study where students will show that they can relate to a theme and take overall responsibility to analyze this in a good way. The thesis is an obligatory part of the program. Thesis is written individually or in groups of up to three students, where the group is recommended.
Students will be able to demonstrate basic understanding of the classical models and theories in the discipline. By being able to apply them to the show for giving basic understanding of the branding process. Students should demonstrate an understanding of how to plan and implement the independent investigation work.
Students will work with the thesis be able to apply the theories in their own work. They will collect their own data, and be able to analyze them. This means that students must demonstrate that they can analyze products, markets and consumer groups.
Through the Bachelor's thesis builds student skills in drawing implications of the analysis in the form of conclusions and recommendations of the product / service.
Students will see the totality of the subject, and be able to see the subject in a social perspective. This means that one can see the importance of discipline in society and vice versa. By the knowledge and skills students have acquired through working with thesis, they also have acquired a healthy ethical awareness in relation to the subject of branding and what influence this field has.
Students must have basic knowledge of consumer behavior, marketing communication, marketing management and social science methods. Students must also have completed the specialization course in Brand strategy. Students must master the computer program JMP.
Gripsrud, Geir, Ulf Henning Olsson og Ragnhild Silkoset. 2010. Metode og dataanalyse : beslutningsstøtte for bedrifter ved bruk av JMP. 2. utg. Høyskoleforlaget
Leedy, Paul D.. 2015. Practical research : planning and design. 11th ed. Pearson Educational
Mitchell, Mark L., Janina M. Jolley. 2012. Research design explained. 8th ed. Wadsworth Cengage Learning
Thesis topic should be chosen, and must have a strong branding. A detailed description of requirements and framework for the task are given at the start of work.
Quantitative analysis tools Qualtrics.
Learning process and workload
Students are expected to take personal responsibility for the work of the Bachelor thesis.Therefore requires counseling and seminars that students do work in advance as the basis for discussions and guidance.
Students will fill out a registration form where the theme is stated. Then the students are assigned supervisor. The course is conducted over one semester and includes seminars and tutorials. Please see guidelines for writing Bachelor thesis.
The course includes four seminars. For each seminar, students normally prepare and present, and / or submit material in advance.
It offers up to 3 hours of individual supervision for each task. Seminar instruction is mandatory.Students who have not participated in the seminars and / or has not supplied documentation must expect to be invited for an oral hearing.
Use of hours
|Participation in the introductory lecture
|Participation in the library's information
|Preparation for seminars
|Participation in seminars 4 x 2 hours
|Working with the task
|Total use of hours recommended
The course ends with the submission of a Thesis. Evaluation of the Bachelor's thesis counts for 100 % of the course grade. The task can be answered individually or in groups of up to three students. It is recommended that the task be solved in groups.
BTH 31161 Bachelor thesis in Brand Strategy, counts 100 % of the grade in the course BTH 3116 , 15 credits
Examination support materials
All aids allowed.
A re-sit examination is offered in connection with the next ordinary course.
It is not necessary to have contact with the manufacturer and / or the supplier of the brand the student chooses to write about. The analysis to be undertaken to deal with the consumer, not business to business.