course-details-portlet

AM303718

Consumer Insight and Branding

Credits 7.5
Level Third-year courses, level III
Course start Autumn 2025
Duration 1 semester
Language of instruction English
Location Ålesund
Examination arrangement Oral

About

About the course

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

Knowledge:

  • 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.

Skills:

  • 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
AM303006 4 sp Autumn 2018
AM302516 3.5 sp Autumn 2018
This course has academic overlap with the courses in the table above. If you take overlapping courses, you will receive a credit reduction in the course where you have the lowest grade. If the grades are the same, the reduction will be applied to the course completed most recently.

Subject areas

  • Economics and Administration

Contact information

Course coordinator

Lecturers

Department with academic responsibility

NTNU School of International Business

Examination

Examination

Examination arrangement: Oral
Grade: Letter grades

Ordinary examination - Autumn 2025

Oral
Weighting 100/100 Examination aids Code A Date From 2025-12-04
To 2025-12-05
Time 09:00 Duration 60 minutes

Re-sit examination - Spring 2026

Oral
Weighting 100/100 Examination aids Code A Duration 60 minutes