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: 
2019 Spring
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

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.

Learning outcomes - Knowledge

On completion of the course, the student shall get 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 brands might influence the consumer perception, judgement, and behavior.
  • What the main principles are, for developing and evaluating strategic brand management programs, 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.
  • Critically analyze and elaborate programs that drive consumers' choice and preference with respect to a particular brand.
  • Design and develop suggestions for brand growth strategies, including extensions and architecture, as well as suggestions for designing and managing brand elements and marketing communications.
Learning Outcome - Reflection

.

Course content
  • Brands for firms and consumers.
  • Customer-based brand equity.
  • Brand knowledge and positioning.
  • Brand resonance and brand value chain.
  • Consumer naive theories about brands.
  • Brand elements and multisensory marketing.
  • Multisensory brand experience design.
  • Integrated marketing communications and technology.
  • Secondary sources of brand equity.
  • Measuring and interpreting brand performance.
  • Brand extensions, architecture, and portfolio.
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.

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:
Oral examination
Exam code:
ELE 37772
Grading scale:
Point scale
Grading rules:
Internal examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No20 Minute(s)Group/Individual ( 1 - 3)Class presentation, individual or team-based (20%)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE 37772
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
30No1 Semester(s)Group/Individual ( 1 - 3)Case studies, individual or team-based (30%)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE 37772
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
50Yes3 Hour(s)
  • No support materials
Individual Final exam (50%)
Exams:
Exam category:Activity
Form of assessment:Oral examination
Weight:20
Invigilation:No
Grouping (size):Group/Individual (1-3)
Support materials:
Duration:20 Minute(s)
Comment:Class presentation, individual or team-based (20%)
Exam code: ELE 37772
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:30
Invigilation:No
Grouping (size):Group/Individual (1-3)
Support materials:
Duration:1 Semester(s)
Comment:Case studies, individual or team-based (30%)
Exam code: ELE 37772
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:50
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • No support materials
Duration:3 Hour(s)
Comment: Final exam (50%)
Exam code: ELE 37772
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.
Document
Authors/Editors År Tittel Edition Publisher StudentNote
2019 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.