Marketing and brand management (5 cr)

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Course material

Keller, Kevin Lane: Strategic Brand Management : building, measuring, and managing brand equity. Study materials are given in the first contact session and can be found in Learn.

Study forms and methods

You participate in contact lessons according to our timetables. This course includes contact teaching, group work and independent work.

RDI and work-related cooperation

This course includes assignments that can be applied in working life.

Timing of exams and assignments

This course does not have an exam. Completing this course requires accepted assignments.

Student workload

The content of this course is 5 credits which equals approximately 135 hours of student´s work.

Course part description

Marketing Management
Marketing Strategy
Building a Brand

Evaluation scale

1-5

Assessment methods and criteria

Students can
- use professional vocabulary and concepts proficiently.
- manage appropriate methods of information search.
- carry out interrelated tasks fluently.
- justify their actions in customer, user and target group situations.
- show skills in managing teamwork.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge