Course - Consumer Insight and Branding - AM303718
AM303718
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.
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
Recommended previous knowledge
- Introductory course in Marketing
- Organisation and management.
- Financial accounting and analysis.
- Methods in social sciences.
- Corporate strategy.
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 |
Subject areas
- Economics and Administration