MRK 3564 Branding

MRK 3564 Branding

Course code: 
MRK 3564
Department: 
Marketing
Credits: 
7.5
Course coordinator: 
Morten Erichsen
Product category: 
Bachelor
Portfolio: 
Bachelor of Marketing Management - Programme Courses
Semester: 
2020 Spring
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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.

Learning outcomes - Knowledge

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.
  • Understand various methods for how brands are valued.
  • Be able to reflect on what the ongoing digitization (big data, virality, social media) can mean for branding?

Learning outcomes - Skills

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
General Competence

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.

Course content
  • 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
  • How brands are created by the entire organization
Teaching and learning activities

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.

E-learning
In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.

Software tools
No specified computer-based tools are required.
Additional information

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.

Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

Introductory courses in Marketing Management, Consumer Behavior, and Marketing Communication or equivalent skills are required.

Mandatory courseworkCourseworks givenCourseworks requiredComment coursework
Mandatory32Three mandatory coursework/assignments. The first assignment is an individual knowledge test. In addition two 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. Feedback on assignment 2 and 3 will be given in class. Individual submissions will only be accepted in extreme cases based on a written application. Two assignments must be approved in order to sit for the final exam.
Mandatory coursework:
Mandatory coursework:Mandatory
Courseworks given:3
Courseworks required:2
Comment coursework:Three mandatory coursework/assignments. The first assignment is an individual knowledge test. In addition two 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. Feedback on assignment 2 and 3 will be given in class. Individual submissions will only be accepted in extreme cases based on a written application. Two assignments must be approved in order to sit for the final exam.
Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
MRK35641
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination every semester
100Yes3 Hour(s)
  • No support materials
Individual
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • No support materials
Duration:3 Hour(s)
Comment:
Exam code:MRK35641
Grading scale:ECTS
Resit:Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
100
Student workload
ActivityDurationComment
Teaching on Campus
36 Hour(s)
Other in classroom
6 Hour(s)
Discussions and feedback will be given in class on coursework/assignments no 2 and 3.
Prepare for teaching
45 Hour(s)
Group work / Assignments
55 Hour(s)
Student's own work with learning resources
55 Hour(s)
Exam preparations
Examination
3 Hour(s)
Sum workload: 
200

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.