Brand Management
Study plans 2016-2017 - SMF1261 - 5 ECTS

Expected learning outcomes

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 management

Skills:

* 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 management

General 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))

Topic(s)

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

Teaching Methods

Other

Teaching Methods (additional text)

Lectures can be given in both Norwegian and English.

Form(s) of Assessment

Written exam, 3 hours

Grading Scale

Alphabetical Scale, A(best) – F (fail)

External/internal examiner

External examiner is used every 5. Year, next time spring 2017.

Re-sit examination

August 2016.
Approved exercises are valid for re-sit examination

Examination support

None

Coursework Requirements

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.

Teaching Materials

Samuelsen, Bendik M, Adrian Peretz og Lars E. Olsen, (2010). Merkevareledelse på norsk 2.0. (2. utgave). Oslo: Cappelen Akademiske Forlag.

Scientific articles and/or compendium will be announced later.

Recommended literature:

Bjerke, Rune og Nicholas Ind (2007). Organisasjonsdrevet merkevarebygging.Oslo: Cappelen Akademisk

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