course-details-portlet

AM303718 - Consumer Insight and Branding

About

Examination arrangement

Examination arrangement: Assignment and Written examination
Grade: Letters

Evaluation form Weighting Duration Examination aids Grade deviation
Assignment 40/100 A
Written examination 60/100 4 hours E

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.

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.

Course materials

1 REQUIRED BOOK:

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 -

1 SUGGESTED BOOK:

Keller, Aperia and Georgson: Strategic Brand Management: A European Perspective, Financial Times/ Prentice Hall (2011), ISBN: 978-3-64 978-02737378722-19265-4

Credit reductions

Course code Reduction From To
AM303006 4.0 01.09.2018
AM302516 3.5 01.09.2018
More on the course

No

Facts

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

Coursework

Term no.: 1
Teaching semester:  AUTUMN 2019

Language of instruction: English

Location: Ålesund

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

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 A

Release 2019-11-04

Submission 2019-11-08

INSPERA
Room Building Number of candidates
Spring UTS Assignment 40/100 A INSPERA
Room Building Number of candidates
Autumn ORD Written examination 60/100 E 2019-11-29 09:00 INSPERA
Room Building Number of candidates
C220 Hovedbygget 0
Spring UTS Written examination 60/100 E 2020-05-05 09:00 INSPERA
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.
Examination

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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