AM303718 - Consumer Insight and Branding


Examination arrangement

Examination arrangement: Portfolio assessment
Grade: Letters

Evaluation form Weighting Duration Examination aids Grade deviation
Portfolio assessment 100/100

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. - 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

Portfolio assessment failure implies a course retake. There will be no resit examination for the portfolio assessment.

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.

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
More on the course



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

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

Department with academic responsibility
Department of International Business



Examination arrangement: Portfolio assessment

Term Status code Evaluation form Weighting Examination aids Date Time Digital exam Room *
Autumn ORD Portfolio assessment 100/100

Release 2020-12-11

Submission 2020-12-16

Release 12:00

Submission 12:00

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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