ELE 3777 Branding - RE-SIT EXAMINATION
The course was last completed in the spring of 2022. A last re-sit examination will be offered in the spring of 2023.
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.
- 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.
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.
Introductory courses in Marketing Management, Consumer Behaviour, and Marketing Communication, or equivalent skills are required.
|Exam category||Weight||Invigilation||Duration||Support materials||Grouping||Comment exam|
Form of assessment:
|100||Yes||3 Hour(s)||Individual||Final exam (100 %)|
|Form of assessment:||Written submission|
|Support materials:|| |
|Comment:||Final exam (100 %)|
|Exam code:||ELE 37772|
Prepare for teaching
Group work / Assignments
Student's own work with learning resources
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.