MF-302 Brand Management and Advertising

Emnet er tilknyttet følgende studieprogram

• Markedsføring og ledelse, bachelorprogram

Undervisningsspråk

English.

Anbefalte forkunnskaper

MF-102 Marketing, and MF-205 Consumer Behaviour or MF-204 Tourism and Consumer Behaviour, or equivalent

Innhold

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.

Læringsutbytte

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

Vilkår for å gå opp til eksamen

Oral group presentation must be passed in order to be eligible for the exam. More information will be given in Canvas.

Undervisnings- og læringsformer

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.

Studentevaluering

Emneansvarlig i samråd med studenttillitsvalgt fastsetter evalueringsform og om emnene skal ha midtveis- eller sluttevaluering, jf. kvalitetssystemet kapittel 4.1. Informasjon om evalueringsform for emnet publiseres i Canvas.

Tilgang for privatister

No

Tilbys som enkeltemne

Yes. Subject to availability or capacity.

Eksamen

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

Annen informasjon

I forbindelse med omlegging til nye studiepaner studieåret 2018/19 så endrer emnet semester fra vår til høst. Vår 2019 er siste gang den undervises vår. Høst 2019 er første gang den undervises høst.