ELE 3777 Branding

ELE 3777 Branding

Course code: 
ELE 3777
Department: 
Marketing
Credits: 
7.5
Course coordinator: 
Peter Jarnebrant
Carlos Velasco
Product category: 
Bachelor
Portfolio: 
Bachelor - Electives
Semester: 
2018 Spring
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

Branding is an introductory course to the journey of building and managing strong and successful brands. The course relies mostly on consumer psychology and make students familiar with how and why people choose and attach to brands. This is a unique course due to its emphasis on the psychological mechanisms underlying consumers' brand behavior. After providing an understanding of consumers' brand behavior, the course introduces tools and techniques for practitioners to develop strategic brand management programs and create lifetime customer values. The course tries to apply latest scientific findings to expand students' understanding of consumers' brand behavior.

Learning outcomes - Knowledge

On completion of the course, the student shall get familiar with and understand:

  • Why brands exist and how people develop relations with them.
  • How and why consumers choose brands and use them as part of their identity.
  • How brands might influence the consumer perception, judgement, and behavior.
  • What the main principles are, for developing and evaluating a strategic brand management program, brand growth, and brand hierarchy.
Learning outcomes - Skills

On completion of the course the student shall be able to:

  • Elaborate on the different psychological drivers of consumers' brand behavior.
  • Analyze and design programs that drive consumers' choice and preference with respect to a particular brand.
  • Develop suggestions for brand growth strategies, including extensions and architecture, as well as suggestions for designing and managing brand elements.
Learning Outcome - Reflection

.

Course content
  • What is a brand: Corporates' vs. consumers' perspective
  • Customer based brand equity and brand knowledge
  • Placebo effects of brands: The role of priming
  • Consumer naive theories about brands and the importance of various brand element design
  • Brand-self identity connection
  • Multisensory branding
  • Cognitive feelings and their application in naming brands
  • Measuring and interpreting brand performance in the marketplace
  • The psychology of brand growth: Understanding brand extensions, architecture and portfolio
  • The psychology of time and culture in branding decisions
Learning process and requirements to students

The learning outcomes will be achieved through a combination of lectures, active discussions in class, reading selective book chapters and articles, and group assignments. 

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. 

Three case studies and several short and 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.

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

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. 

Re-sit examination in Examination code ELE 37771 - Written examination (three hours), counts 100%, will be possible last time spring 2018.

Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

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

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Activity
Form of assessment:
Class participation
Exam code:
ELE37772
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
10No3 Hour(s)Individual
Exam category:
Activity
Form of assessment:
Presentation
Exam code:
ELE37772
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
10No -Group/Individual Class presentation, team-based class acitivity (10%)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE37772
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No1 Semester(s)Group/Individual Assignments and case ctudies, both individual and team-based hand-ins (20%)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE37772
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
60Yes3 Hour(s)
  • Bilingual dictionary
Individual
Exams:
Exam category:Activity
Form of assessment:Class participation
Weight:10
Invigilation:No
Grouping (size):Individual
Support materials:
Duration:3 Hour(s)
Comment:
Exam code:ELE37772
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Activity
Form of assessment:Presentation
Weight:10
Invigilation:No
Grouping (size):Group/Individual
Support materials:
Duration: -
Comment:Class presentation, team-based class acitivity (10%)
Exam code:ELE37772
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group/Individual
Support materials:
Duration:1 Semester(s)
Comment:Assignments and case ctudies, both individual and team-based hand-ins (20%)
Exam code:ELE37772
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • Bilingual dictionary
Duration:3 Hour(s)
Comment:
Exam code:ELE37772
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam organisation: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching36Hour(s)
Prepare for teaching45Hour(s)
Group work / Assignments60Hour(s)Assignment work in groups.
Self study59Hour(s)
Examination3Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:36 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:45 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:60 Hour(s)
Comment:Assignment work in groups.
Workload activity:Self study
Duration:59 Hour(s)
Comment:
Workload activity:Examination
Duration:3 Hour(s)
Comment:
Sum workload: 
203

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.

Talis literature

Obligatorisk/Compulsory

Book
Authors/Editors År Tittel Edition Publisher StudentNote
Keller, Kevin Lane cop. 2013 Strategic brand management: building, measuring, and managing brand equity 4th, global ed Pearson Selective chapters will be covered.
Heath, Chip; Heath, Dan 2007 Made to stick: why some ideas survive and others die   Random House We will cover selective chapters from this book, through students' presentations.
Document
Authors/Editors År Tittel Edition Publisher StudentNote
  2011 Compendium of Articles and Cases   Handelshøyskolen BI  
    During the course there may be hand-outs and other material on additional topics relevant for the course and the examination.