MRK 3464 Branding
MRK 3464 Branding
MARKETING
At the start of the course, students will receive an introduction to marketing. The introduction should give the students a good starting point for the marketing subjects they are offered in the first and second semesters.
Topic for introduction to marketing:
- What is marketing?
- What is being marketed?
- Who is marketing?
- Market; the five basic markets
- The most important customer markets
- Core concept within marketing
- Marketing in practice
- Holistic marketing
- Tasks within marketing management
BRANDING
The rest of the course will be reserved for building brands.
Branding, or brand building concern almost all players in the public and private sectors of the economy. Branding deals extensively with positioning and value creation for customers, with the objective of becoming the preferred provider of products or services. As an increasing number of sectors and categories in the economy is becoming demand-driven, this implies that customers will have to make choices between competing, alternative suppliers. In this situation, most people behave as customers who choose between different brands to satisfy different needs.
This is a basic course in branding. With a wide focus, it stresses that branding is far more than making persuasive advertising. A brand is made by an organization, and subsequently positioned toward a target customer group. The frame of reference adopted by this course, is one of accepting that the brand and its position basically exist in one place: in the minds of the customers, as a mental representation, or position if you like. As such, this course holds a strong focus on the customer, and regards customer-value creation as the premise for brand strategies.
The student shall
- Be able to describe and understand why brands exist, and their value and functions for buyers and owners
- Be able to describe, understand and identify central components of a branded article, brand awareness, brand associations, and how these components are established in consumers' memory
- Knowledge of, an ability to describe, and an understanding of the most important theories and principles for the development of brands at the product and corporate level
- Knowledge of, an ability to describe and discuss varying strategies for brand growth, including brand extensions, brand hierarchies and brand portfolios, brand elements, brand collaborations, and brand communications.
- Be able to reflect on what the ongoing digitization (big data, virality, social media) can mean for branding?
The student shall
- Analyse the brands position to identify gaps between a brand's real and desired position
- Recommend brand growth strategies, including brand extensions, brand architecture, brand collaboration, brand elements and brand communications.
- Be able to apply knowledge and theories of branding across contexts: products, services, public and private sector, product and corporate levels
Strong brands hold a central position in most markets. Students will acquire an understanding of how brands are developed in a sustainable manner and that businesses can generate added value by taking Corporate Social Responsibility seriously. Executives of prominent brands have an added responsibility to contribute to achieving the UN’s sustainable development goals by, among other things, promoting sustainability throughout the value chain.
- Introduction to brand management as a theoretical field and arena for managerial decisions
- Brand awareness and brand associations
- The brand value chain, the customer based brand equity pyramid
- Brand elements
- Brand extensions, brand architecture and brand portfolio management
- Brand communications: objectives and planning
- Brand collaborations
- How brands are created by the entire organization
- Brands in the digital age
The learning outcomes are to be achieved through a combination of lectures and group work with assignments (mandatory). Discussion of solutions of mandatory assignments will be conducted in class.
E-Learning
Where the course is delivered as an online course, the lecturer will, in collaboration with the study administration, arrange an appropriate combination of digital learning resources and activities. These activities will correspond to the stated number of teaching hours delivered on campus. Online students are also offered a study guide that will provide an overview of the course and contribute to course progression. The total time students are expected to spend completing the course also applies to online studies.
Re-sit examination
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.
Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
None.
| Mandatory coursework | Courseworks given | Courseworks required | Comment coursework |
|---|---|---|---|
| Mandatory | 3 | 2 | Totalt tre arbeidskrav. Første arbeidskrav er en individuell kunnskapstest. I tillegg vil to cases deles ut i løpet av semesteret (tidspunkt angitt på kursets side på itslearning). Disse skal løses i grupper av minimum to, maksimum tre studenter og innleveres etter nærmere angitte datoer. Det blir gitt tilbakemelding i klassen på arbeidskrav 2 og 3. Individuell innlevering vil kun unntaksvis kunne godkjennes etter søknad til kursansvarlig. To arbeidskrav må være godkjent for å kunne gå opp til avsluttende eksamen. |
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 100 Grouping: Individual Support materials:
Duration: 3 Hour(s) Exam code: MRK 34641 Grading scale: ECTS Resit: Examination every semester |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 40 Hour(s) | |
Webinar | 4 Hour(s) | Discussions and feedback will be given in two national webinars on coursework/assignments no 2 and 3. |
Prepare for teaching | 43 Hour(s) | |
Group work / Assignments | 55 Hour(s) | |
Student's own work with learning resources | 55 Hour(s) | Exam preparations |
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.
32 hours; branding