AM303718 - Consumer Insight and Branding


Examination arrangement

Examination arrangement: Oral
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
Oral 100/100 60 minutes A

Course content

  • Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.)
  • Attitudes and influences on attitude (culture, group dynamics, reference groups, family influence on attitude).
  • Practical implications: Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty).
  • Basic model of branding model (awareness and image).
  • Selection of brand strategy, including: analysis, creation of meaning, positioning, image, values, relationships.
  • Customer Journey
  • Managing brands over time

Learning outcome


  • Provide basic knowledge about central concepts within consumer behaviour and brand management.
  • Be able to explain the reason for and importance of branding for companies.
  • Account for brand management models and brand elements
  • Describe brand management over time.


  • Use the models and approaches in developing consumer marketing strategy in an organization.
  • Describe problem areas related to branding.
  • Actively participate in discussions and decisions concerning branding in a given organization.

General competence:

  • Relate consumer behaviour and branding to other fields covered within the bachelor study program.
  • Relate consumer behaviour and branding to central business functions such as purchasing, production, distribution, sales and marketing.
  • Use insight from the course to develop a brand management strategy.

Learning methods and activities

Lectures, videos, cases and exercises.

Mandatory Assignment: Mandatory assignment(s) will be specified at the beginning of the semester. Mandatory attendance: Some lectures require mandatory attendance. This will be announced well in advance.

Previously approved mandatory assignments are valid until there are significant changes in the subject.

Compulsory assignments

  • Oblig

Further on evaluation

Exam: Oral group exam.

There will be a resit exam for students who have legitimate reasons for an absence or have failed the following semester

Course materials

Will be specified when the semester starts.

Credit reductions

Course code Reduction From To
AM303006 4.0 AUTUMN 2018
AM302516 3.5 AUTUMN 2018
More on the course



Version: 1
Credits:  7.5 SP
Study level: Third-year courses, level III


Term no.: 1
Teaching semester:  AUTUMN 2024

Language of instruction: English

Location: Ålesund

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator:

Department with academic responsibility
Department of International Business


Examination arrangement: Oral

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD Oral 100/100 A
Room Building Number of candidates
Spring UTS Oral 100/100 A
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"

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