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?

Evaluation

Students can
- use professional brand management –related vocabulary systematically.
- look for information in the key information sources of the field.
- identify interrelated tasks in marketing and brand management.
- work as team members in a goal-oriented way in activities related to marketing planning
- work together with customers, users and target groups.

Course material

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

Evaluation scale

1-5

Qualifications

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