Course - Consumer Insight and Branding - AM303718
AM303718 - Consumer Insight and Branding
About
Examination arrangement
Course content
CONSUMER BEHAVIOR:
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)
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BRANDING:
Basic model of branding model (awareness and image). - Selection of brand strategy, including: analysis, creation of meaning, positioning, image, values, relationships. - Different approaches to brand management. - Brand extensions. - Management of brands over time.
Learning outcome
KNOWLEDGE: - Provide basic knowledge about central concepts within consumer behaviour and economic psychology in marketing. - Able to explain the reason for and importance of branding for companies. - Describe central concepts within the field. - Account for brand management models and brand elements (name, logo, etc.). - 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.
Compulsory assignments
- Mandatory Assignment
Further on evaluation
It is allowed to use a simple dictionary during the examination.
Students are entitled to re-sit only the part of the examination in which they have had legitimate reasons for an absence or have failed.A re-sit examination will take place only during the designated period for re-sit examinations.
Specific conditions
Exam registration requires that class registration is approved in the same semester. Compulsory activities from previous semester may be approved by the department.
Recommended previous knowledge
- Introductory course in Marketing
- Organisation and management.
- Financial accounting and analysis.
- Methods in social sciences.
- Corporate strategy.
Course materials
Schiffman, Leon G.; Kanuk, Leslie Lazar and Hansen Håvard: Consumer Behaviour: A European Outlook, Pearson Education Limited (2012), ISBN: 978-0-273-73695-0
- AND -
Keller, Aperia and Georgson: Strategic Brand Management: A European Perspective, Financial Times/ Prentice Hall (2011), ISBN: 978-3-64 978-02737378722-19265-4
Articles (will be specified at the beginning of the semester and published in Blackboard)
Credit reductions
| Course code | Reduction | From | To |
|---|---|---|---|
| AM303006 | 4.0 | 01.09.2018 | |
| AM302516 | 3.5 | 01.09.2018 |
No
Version: 1
Credits:
7.5 SP
Study level: Third-year courses, level III
Term no.: 1
Teaching semester: AUTUMN 2020
Language of instruction: English
Location: Ålesund
- Economics and Administration
Department with academic responsibility
Department of International Business
Phone:
Examination
Examination arrangement: Assignment and Written examination
- Term Status code Evaluation form Weighting Examination aids Date Time Digital exam Room *
- Autumn ORD Assignment 40/100 ALLE
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Room Building Number of candidates - Spring UTS Assignment 40/100 ALLE
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Room Building Number of candidates - Autumn ORD Written examination 60/100 ORDBOK
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Room Building Number of candidates - Spring UTS Written examination 60/100 ORDBOK
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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"