MRK 3564 Branding
APPLIES TO ACADEMIC YEAR 2013/2014
MRK 3564 Branding
Responsible for the course
Department of Marketing
According to study plan
Language of instruction
Branding, or brand building and brand management 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. Accordingly, the student's existing knowledge of consumer behaviour in particular, and marketing management in general, is the foundation on which to build an understanding of brand management.
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 article 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
The student shall
- Be able to give a presentation of different methods for brand valuation, and how they (in principle) should be conducted
- Be able to apply the brand equity pyramid or other brand management models to identify gaps between a brand's real and desired position
- Be able to develop suggestions for brand growth strategies, including extensions, architecture, collaboration, brand elements and brand communications
- Be able to apply knowledge and theories of branding across contexts: products, services, public and private sector, concrete articles and abstract corporate levels
Brands have strong social and symbolic functions, and can be misused as means of sanctions towards those lacking resources to buy these brands. The student should understand, and show a willingness to take into consideration that brands play so significant roles in many markets that some might be tempted to sacrifice ethics and morale to achieve their goals. This responsibility holds for all aspects of brand building, from application of analytical methods, to strategy development and implementation.
Introductory courses in Marketing Management, Consumer Behavior, and Marketing Communication or equivalent skills are required.
Samuelsen, Bendik Meling, Adrian Peretz og Lars Erling Olsen. 2010. Merkevareledelse på norsk 2.0. 2. utg. Cappelen akademisk
- Introduction to brand management as a theoretical field and arena for managerial decisions
- Brand awareness and brand associations
- The brand value chain, methods for brand valuation, the customer based brand equity pyramid
- Brand elements
- Brand extensions, brand architecture and brand portfoliomanagement
- Brand communications: objectives and planning
- Brand collaborations
Learning process and workload
The learning outcomesare 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.
|Participation in classes||
|Preparation for classes||45|
|Assignment work in groups||60|
|Self-study, exam preparations||
|Total use of hours recommended||
Three cases will be handed out at the beginning of the course. These are to be solved in groups of minimum two, maximum three students, and must be handed in at assigned dates/time. Individual submissions will only be accepted in extreme cases based on a written application. Two of three assignments must be approved in order to sit for the final exam
A three-hour individual written examination accounts 100% of the grade.
MRK 35641 - Written examination, counts 100% towards the final grade in MRK 3564, 7,5 credits.
Examination support materials
No support materials allowed.
A re-sit is held every term.
Students who do not get approved work requirement of the course will not be allowed to take the exam. Consequently, they must take the course over again. Students who have not passed the exam or who want to improve their grade, may attend re-sit examination at next semester.