MF-302 Brand Management and Advertising

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 equivalent.

For single course students these subjects (or equivalent) are required for admission.

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:

• 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

• understanding effective design and implementation of branding and advertising strategies (based on Norwegian and international cases)

• gaining knowledge in development and management of customer-based brand equity

• presenting a general understanding of content, structure, and appeal of advertisements

• learning how to evaluate the success of branding and advertising strategies

• 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

The set of lectures will provide fundamental theoretical perspectives in brand management and advertising. These perspectives will also be illustrated by real-life examples from the marketplace in order to present students an understanding of how the theoretical knowledge can be applied in practice.
The students will also present a group project in which they will develop an advertisement plan. By preparing an advertisement plan, students will both use their acquired theoretical knowledge and gain a sense of challenges faced by marketing managers. The total workload of the course is estimated to 200 hours.

Evaluation

The person responsible for the course, 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.

Admission Requirement if given as Single Standing Module

MF-102 Marketing and MF-205 Consumer Behaviour, or equivalent

Assessment methods and criteria

Written group project counts for 100% of the grade. The grade is for the entire group. Letter grades.