MF-302 Brand Management and Advertising
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Course Leader:
- Sangeeta Singh
- Lecture Semester:
- Autumn
- Teaching language:
- English.
- Duration:
- 1 term
The course is connected to the following study programs
- Bachelor's Programme in Marketing and Management
Teaching language
English.Recommended prerequisites
MF-102 Marketing, and MF-205 Consumer Behaviour or MF-204 Tourism and Consumer Behaviour, or equivalent.
Course contents
Brands are among the most valuable assets of corporations and knowledge about brand management and advertising is imperative for marketing managers. Given the complexity and competitiveness of today's global marketplace, strategic management of brands and effective advertising have become increasingly important and challenging for companies. Accordingly, this course aims to present key topics in brand management and advertising, which will allow students to comprehend how to successfully differentiate a company's offerings from its competitors.
Learning outcomes
Upon successful completion of the course, the students will be able to describe fundamental theories and perspectives in brand management and advertising and apply their relevant knowledge within a company¿s marketing strategy. This includes:
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understanding the nature, role, and importance of brand management and advertising in marketing strategy of Norwegian and international companies
-
being familiar with fundamental theories, concepts, and frameworks in brand management and advertising
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understanding effective design and implementation of branding and advertising strategies (based on Norwegian and international cases)
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gaining knowledge in development and management of customer-based brand equity
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presenting a general understanding of content, structure, and appeal of advertisements
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learning how to evaluate the success of branding and advertising strategies
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understanding ethical challenges related to responsible brand management and advertising
Examination requirements
Oral group presentation must be passed in order to be eligible for the exam. More information will be given in Canvas.
Teaching methods
Theoretical.
Evaluation
The study programme manager, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No.
Offered as Single Standing Module
Yes. Subject to availability or capacity.
Assessment methods and criteria
Written group project counts for 100% of the grade. The grade is for the entire group. Letter grades.