course-details-portlet

MF425 - Branding

About

Examination arrangement

Examination arrangement: Oral group exam
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
Oral group exam 100/100 45 minutes E

Course content

1. Introduction

  • Motivation: gains from branding
  • Norwegian and international examples of strong brands
  • Basic concepts in brand theories
  • Theoretical overview
  • Review of the coursework

2. Brand awareness

  • The importance of brand awareness
  • Different types of brand awareness
  • Brand awareness measurement
  • Brand awareness development
  • Norwegian case task

3. Brand associations

  • Different types of brand associations
  • Characteristics of association networks
  • Measuring brand associations
  • Development of brand associations
  • Norwegian case task

4. Marking positioning

  • How to identify an optimal position
  • Tactical and strategic positioning
  • Product brands versus corporate brands
  • Norwegian case task

5. External communication

  • Principles of integrated communication
  • Selection of tag items
  • Development of creative strategy
  • Based on positioning
  • Role distribution in the communication mix
  • The tension between focus and creativity
  • Testing/power measurement
  • Norwegian case task

6. Internal communication

  • Development of brand culture
  • Compliance with core values
  • Compliance Measurement
  • Norwegian case task

7. Brand extensions and brand alliances

  • Types of brand extensions
  • Types of brand alliances
  • Potential wins and pitfalls
  • Success factors
  • Norwegian case task

8. Brand relationships and brand tracking

  • Types of relationships
  • Gains from brand relationships
  • Development of relationships
  • Brandtracking Systems
  • Norwegian case task

9.Branding and sustainability.

10.Summary

  • Repetition of main moments
  • Large case that integrates topics from the entire course.

Learning outcome

Knowledge

  • The course will give the students updated research-based knowledge in the following thematic areas:
  • The importance of brands and branding for corporate profitability
  • Current methods for analyzing customer-based brand value
  • Prominent theories on how to develop customer-based brand value in the consumer and corporate markets, both in established enterprises and enterprises in the start-up phase
  • The link between brand theories and related disciplines/theories
  • Methodology for monitoring customer-based brand value

Skills

  • The course will enable the students to:
  • Analyse and understand the value drivers of brands, both in the consumer and corporate markets
  • Define a clear and effective brand positioning
  • Integrating sustainability aspects into brand positioning
  • Plan processes for the development of customer-based brand value, also for brand new products and services, and especially for brands with a sustainability profile
  • Measure/monitor developments in customer-based brand value

General competence

  • The course gives the students training in applying research-based knowledge to practical issues related to value creation
  • The students are trained in collaborating and presenting a project work orally, in a format similar to practice in the business sector.

Learning methods and activities

Plenary lectures combined with Norwegian case assignments (project work in groups a 2-3 students).

Further on evaluation

Group-based project assignment, oral exam - counting 100%

Further information about group division will be provided via Blackboard at the start of the semester.

The course is only available to students who have been admitted to a study programme under "special conditions".

Required previous knowledge

None

Course materials

Curriculum literature: Keller K., Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th ed., Pearson. Collection of articles/book chapters (3-4 articles/chapters). Changes are subject to change. The final syllabus will be announced on the university's learning platform at the start of the semester.

More on the course

No

Facts

Version: A
Credits:  7.5 SP
Study level: Second degree level

Coursework

Term no.: 1
Teaching semester:  AUTUMN 2024

Language of instruction: Norwegian

Location: Trondheim

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator: Lecturer(s):

Department with academic responsibility
NTNU Business School

Timetable

List view
Calendar view

Examination

Examination arrangement: Oral group exam

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn ORD Oral group exam 100/100 E 2024-12-06
Room Building Number of candidates
Summer UTS Oral group exam 100/100 E
Room Building Number of candidates
  • * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
Examination

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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