The students will become familiar with central issues, theories and models within brand management.
Brand building, including measuring brand value and analysis of brand positioning.
Composition of brand loyalty and how consumers perceive brands, and use brand knowledge in the decision process
Brand associations, brand identity and establishing brand resonance.
Knowledge (upon completion of the course, the student shall):
Describe central theories for developing and managing brands
Explain the function of brands for companies and consumers
Be familiar with various methods for measuring brand value
Be familiar with current trends and newer research in the field.
Skills (upon completion of the course the student shall be able to):
Collect necessary information to perform a structured analysis of a brand («brand audit») using correct theories and terminology.
Evaluate firms strategic brand decisions, use of brand elements, brand associations and positioning.
Recommend feasible growth strategies, inclusive strategies for brand expansion.
Present scholarly insight using English, written and orally
General competence (upon completion of the course the student shall be able to):
View brand management in context with other strategic and tactical business decisions.
The course is available only for students coming from our partner institutions. Contact the International Coordinator at your home institution to find out if you are eligible for exchange studies at Inland Norway University of Applied Sciences (INN University). Please notice that applications can be submitted for one campus only.
Teaching and working methods
Lectures, individual and group work with mandatory hand-ins and presentations, independent study.
Assessment, examination and grading
Mandatory hand-ins that must be passed in order to be allowed to take the exam. Specific form, number and other details will be announced during course start-up.
From of assessment
Written group project/exam– Counts 70% of final grade
Three hours written exam under attendance - Counts 30% of final grade