Course content

Introduction to brand management

Effects of brand management for companies and consumers

The brands position for customers and the market

Brand associations

Brand evaluation

The brand relation aspect

Brand positioning

Brand development strategies and cooperation

Brand communication
Brand management and sustainability

Learning outcome

Knowledge:
* Know of brand management in a historical perspective

* Good knowledge about main theories for strategic brand development and management

* Good knowledge of the function of brand management for companies and consumers

* Know of the relation between brand management and a sustainable business development
* Know of recent scientific results in brand managementSkills:
* Ability to use main theories from strategic brand management in companies

* Ability to evaluate perspectives and make decisions according to a sustainable business development 
* Ability to find sources for expanding own knowledge in brand managementGeneral competence:
* Understand, communicate and discuss main theories on the subject.

* Discuss and consider dilemmas related to brand management and sustainability
* Know of basic methods within creativity and innovation (only for students in Bachelor in Economics, Business Administration and Sustainability))

Learning methods and activities

Annet

Utfyllende informasjon:

Lectures can be given in both Norwegian and English.

Obligatoriske arbeidskrav:

One compulsory exercise as group work.

The compulsory exercise has to be approved before the student can meet
for examination.
In addition, students in Bachelor in Economics, Business Administration and Sustainability have to participate in a 3 hour course in innovation and creativity.
This encloses a workshop at campus which is compulsory for the students, and results of the compulsory work has to be approved before the student can meet for examination.

Compulsory assignments

• Approved exercises

Specific conditions

Course materials

Samuelsen, Bendik M, Adrian Peretz og Lars E. Olsen, (2016). Merkevareledelse

Cappelen Akademiske Forlag.

Vitenskapelige artikler eller kompendium blir oppgitt ved kursstart.

Anbefalt litteratur:

Ind, Nicholas, Fuller, Clare og Charles Trevail (2012) Det samskapte merket. Oslo: Cappelen Akademisk

Credit reductions