Course - Branding - MF425
MF425 - Branding
About
Examination arrangement
Examination arrangement: Group project
Grade: Letter grades
Evaluation | Weighting | Duration | Grade deviation | Examination aids |
---|---|---|---|---|
Group project | 100/100 |
Course content
1. Introduction
- Motivation: gains from branding
- Norwegian and international examples of strong brands
- Basic concepts in brand theories
- Theoretical overview
- Review of the coursework
2. Brand awareness
- The importance of brand awareness
- Different types of brand awareness
- Brand awareness measurement
- Brand awareness development
- Norwegian case task
3. Brand associations
- Different types of brand associations
- Characteristics of association networks
- Measuring brand associations
- Development of brand associations
- Norwegian case task
4. Marking positioning
- How to identify an optimal position
- Tactical and strategic positioning
- Product brands versus corporate brands
- Norwegian case task
5. External communication
- Principles of integrated communication
- Selection of tag items
- Development of creative strategy
- Based on positioning
- Role distribution in the communication mix
- The tension between focus and creativity
- Testing/power measurement
- Norwegian case task
6. Internal communication
- Development of brand culture
- Compliance with core values
- Compliance Measurement
- Norwegian case task
7. Brand extensions and brand alliances
- Types of brand extensions
- Types of brand alliances
- Potential wins and pitfalls
- Success factors
- Norwegian case task
8. Brand relationships and brand tracking
- Types of relationships
- Gains from brand relationships
- Development of relationships
- Brandtracking Systems
- Norwegian case task
9.Branding and sustainability.
10.Summary
- Repetition of main moments
- Large case that integrates topics from the entire course.
Learning outcome
Knowledge
- The course will give the students updated research-based knowledge in the following thematic areas:
- The importance of brands and branding for corporate profitability
- Current methods for analyzing customer-based brand value
- Prominent theories on how to develop customer-based brand value in the consumer and corporate markets, both in established enterprises and enterprises in the start-up phase
- The link between brand theories and related disciplines/theories
- Methodology for monitoring customer-based brand value
Skills
- The course will enable the students to:
- Analyse and understand the value drivers of brands, both in the consumer and corporate markets
- Define a clear and effective brand positioning
- Integrating sustainability aspects into brand positioning
- Plan processes for the development of customer-based brand value, also for brand new products and services, and especially for brands with a sustainability profile
- Measure/monitor developments in customer-based brand value
General competence
- The course gives the students training in applying research-based knowledge to practical issues related to value creation
- The students are trained in collaborating and presenting a project work orally, in a format similar to practice in the business sector.
Learning methods and activities
Plenary lectures combined with Norwegian case assignments (project work in groups a 2-3 students).
Compulsory assignments
- 2 compulsory counselling sessions
Further on evaluation
Submission of group-based project assignment - counting 100%
The project assignment must be written in groups of 4-5 students. The prediction for submitting the exam is that two mandatory guidance conversations have been carried out.
The course is only available to students admitted to a study programme under "special conditions".
Specific conditions
Admission to a programme of study is required:
Accounting and Auditing (MRR)
Economics (MSØK)
Economics (MSØK/5)
Economics and Business Administration (ØAMSC)
Industrial Economics and Technology Management (MTIØT)
International Business and Marketing (860MIB)
Management of Technology (ØAMLT)
Required previous knowledge
None
Course materials
Curriculum literature: Keller K., Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th ed., Pearson. Collection of articles/book chapters (3-4 articles/chapters). Changes are subject to change. The final syllabus will be announced on the university's learning platform at the start of the semester.
No
Version: A
Credits:
7.5 SP
Study level: Second degree level
Term no.: 1
Teaching semester: AUTUMN 2023
Language of instruction: Norwegian
Location: Trondheim
- Economics and Administration
Examination
Examination arrangement: Group project
- Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
-
Autumn
ORD
Group project
100/100
Release
2023-11-24Submission
2023-12-01
10:00
INSPERA
12:00 -
Room Building Number of candidates
- * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
For more information regarding registration for examination and examination procedures, see "Innsida - Exams"