ELE 3777 Branding
ELE 3777 Branding
Branding is an introductory course to the journey of building and managing brands. It is about how brands are viewed by consumers and firms, which roles they play in consumers’ lives, and how they create value for the firms that market them. The course relies mostly on consumer psychology and aims to make students familiar with how and why consumers perceive, judge, and behave toward brands in the way they do. After providing a framework for understanding consumers' brand behaviour, the course introduces tools and techniques to develop strategic brand management programs. The course capitalizes on the latest scientific findings on branding and consumer behaviour in order to expand students' understanding of brand management.
On completion of the course, the student shall be familiar with and understand:
- What brands are and what roles they play.
- How to position brands in the minds and hearts of consumers.
- How and why consumers perceive, judge, and behave toward brands in the way they do.
- How to conceptualize multisensory experiences.
- How brands might influence the consumer perception, judgement, and behavior.
- How to ethically develop and evaluate strategic brand management programs.
On completion of the course the student shall be able to:
- Elaborate on the different psychological drivers of consumers' brand behaviors.
- Provide guidelines as to how to develop integrated brand touchpoints that contribute to a brand's equity.
- Evaluate and design multisensory brand experiences.
- Critically analyze and elaborate brand programs that drive consumers' perceptions, judgements, and behaviors.
- Utilize basic tools to measure sources of brand equity.
- Design and develop suggestions for brand growth strategies, including extensions and architecture.
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- Brands for firms and consumers.
- Customer-based brand equity.
- Brand ethics and sustainability.
- Brand knowledge and positioning.
- Brand resonance and brand value chain.
- Consumer naive theories about brands.
- Brand elements and multisensory marketing.
- Multisensory experiences.
- Integrated marketing communications and technology.
- Secondary sources of brand equity.
- Measuring and interpreting brand performance.
- Brand extensions, architecture, and portfolio.
The learning outcomes will be achieved through a combination of lectures, active discussions in class, digital tasks, reading selective book chapters and articles, and group assignments. In addition, the students either develop their own start-up brand proposal or brand solution for a firm with a specific challenge.
It is highly recommended that students read the assigned articles prior to coming to class. Students are strongly encouraged to take active participation in scientific and managerial discussions in the class based on the assigned course material.
Two case studies and several short offline and online weekly assignments will be handed during the course. These are to be solved in groups, and must be handed in at the assigned due dates and time. Solution of these cases and assignments will be discussed in class.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course start.
At re-sit all exam components must, as a main rule, be retaken during next scheduled course.
A re-sit is held in connection with the next scheduled examination in the course.
Students who are taking new examination must take the course all over including all parts of evaluation.
Higher Education Entrance Qualification
Covid-19
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Teaching
Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.
Introductory courses in Marketing Management, Consumer Behaviour, and Marketing Communication, or equivalent skills are required.
| Assessments |
|---|
Exam category: Activity Form of assessment: Presentation Weight: 30 Grouping: Group/Individual (1 - 3) Duration: 20 Minute(s) Comment: Class presentation, team-based (30%). Exam code: ELE 37772 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 20 Grouping: Group/Individual (1 - 4) Duration: 1 Semester(s) Comment: Case study (20%). Exam code: ELE 37772 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 50 Grouping: Individual Support materials:
Duration: 3 Hour(s) Comment: Final exam (50%) Exam code: ELE 37772 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Prepare for teaching | 45 Hour(s) | |
Group work / Assignments | 60 Hour(s) | Assignment work in groups. |
Student's own work with learning resources | 59 Hour(s) | |
Examination | 3 Hour(s) |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.