MB-2-002

International business management - a nordic focus 2012 - Marketing management

English

Compulsory

Second

2

5 cr

The aim of the course is to learn to analyse, theorise and practically
apply the principles of brand management at the strategic and
tactical/practical and organizational level.

The general learning outcome is that you should be able to
develop and manage brands and effectively and successfully
communicate what they offer. More specifically, having
participated in this course you should:
Be able to identify and explain, in depth, a range of concepts and
theories relating to brand management and marketing
communications.

Strong brands are among the company's most valuable assets,
managing and developing them becomes of crucial importance
for the long term profitability of a firm. Fundamentals of Brand
Management introduces students to essential brand information,
including common branding terms, the importance of brand
value, the characteristics of a good brand name and brand mark,
and the responsibilities a brand manager should fulfill. The
course also details the role brand management plays in the
strategic marketing process, the steps of the consumer adoption
process, the different types of branding strategies, and the signs
that can indicate a troubled branding strategy.
Semiotics and Qualitative studies tells us that consumers will
have preconceived ideas about your brand based on their
cultural surroundings, beliefs, attitudes and perceptions. What
you believe your brand represents may differ to how it is
received. It is therefore important to try to establish how your
brand should be designed and developed to get exactly the right
category positioning.

A bachelor degree and at least three years work experience gained
after completing the higher education degree

Integrated Marketing Communication Strategy (pages 537-572)
Market Segmentation and Positioning (pages 215-260)
Basics of Branding (pages 2-33)
Marketing and the 7Ps (pages 2-9)

• Lectures - 8 hours
• Excursions and demonstrations - 4 hours
• Practical exercises - 20 hours
• Small-group work - 20 hours
• Project- and production work/artistic activities - 20 hours
• Individual studies - 41 hours
• Internet-based studies - 20 hours

• Total workload of the course: 133 hours
• Of which autonomous studies: 133 hours
• Of which scheduled studies: 0 hours

Multiform education

• Exams (written-, oral-, home-)
• Essays, reports, productions and portfolio

Students must complete all elements of evaluation in order to
receive a passing grade in the course. There will be no re-
weighting of components within the course. Your mark in the
course will be the mark that you earn based on your
demonstrated understanding of the course content. Extra credit
assignments are not available and tests and exams cannot be
rewritten to obtain a higher mark. Once a student has written a
test or examination she is committed to the mark earned.

• Hernberg Mervi
• Willför Christel

Willför Christel

https://arcada.itslearning.com/ External link

No limit

12 months after course has ended

• 2013-11-09 - Exams
• Date will be announced later - Reports and productions