Language: NOR | ENG
2019/2020

ØKA1024/1 Brand Management

Læringsutbytte

Knowledge (upon completion of the course, the student shall):

  • Describe central theories for developing and managing brands
  • Explain the function of brands for companies and consumers
  • Be familiar with various methods for measuring brand value
  • Be familiar with current trends and newer research in the field.

Skills (upon completion of the course the student shall be able to):

  • Collect necessary information to perform a structured analysis of a brand («brand audit») using correct theories and terminology.
  • Evaluate firms strategic brand decisions, use of brand elements, brand associations and positioning.
  • Recommend feasible growth strategies, inclusive strategies for brand expansion.
  • Present scholarly insight using English, written and orally

 General competence (upon completion of the course the student shall be able to):

  • View brand management in context with other strategic and tactical business decisions.

Innhold

The students will become familiar with central issues, theories and models within brand management. 

  • Brand building, including measuring brand value and analysis of brand positioning.
  • Composition of brand loyalty and how consumers perceive brands, and use brand knowledge in the decision process
  • Brand associations, brand identity and establishing brand resonance. 

Arbeids- og undervisningsformer

Lectures, individual and group work with mandatory hand-ins and presentations, independent study.

Obligatoriske krav som må være godkjent før eksamen kan avlegges

Mandatory hand-ins that must be passed in order to be allowed to take the exam. Specific form, number and other details will be announced during course start-up.  

Eksamen

Written group project/exam– Counts 70% of final grade

Three hours written exam under attendance - Counts 30% of final grade

(Eksamen må påregnes besvart på engelsk)

 

The student must receive at least a passing grade in each exam in order to receive a grade for the course.

Tillatte hjelpemidler til eksamen

Allowed resources during exam:

None