ØKA1024 Brand Management

    • Number of credits
      7,5
    • Teaching semester
      2024 Spring
    • Language of instruction
      English
    • Campus
      Lillehammer
    • Required prerequisite knowledge

      Recommended prerequisites: ØKA1013 Marketing. 

Course content

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. 

Learning Outcome

Upon passing the course, students have achieved the following learning outcomes:

Knowledge

The student

  • can describe central theories for developing and managing brands
  • can explain the function of brands for companies and consumers
  • is familiar with various methods for measuring brand value
  • is familiar with current trends and newer research in the field
Skills

The student

  • can collect necessary information to perform a structured analysis of a brand («brand audit») using correct theories and terminology
  • can evaluate firms strategic brand decisions, use of brand elements, brand associations and positioning
  • can recommend feasible growth strategies, inclusive strategies for brand expansion
  • can present scholarly insight using English, written and orally
General competence

The student

  • can view brand management in context with other strategic and tactical business decisions
Teaching and working methods

Lectures, individual and group work with mandatory hand-ins and presentations, independent study.

Required coursework

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.  

Form of assessment

The student must receive at least a passing grade in each exam in order to receive a grade for the course.

Assessments
Form of assessmentGrading scaleGroupingDuration of assessmentSupport materialsProportionComment
Home exam
ECTS - A-F
Group
  • All
45
Written examination with invigilation
ECTS - A-F
Individual
3 Hour(s)
  • No support materials
55

Reading list

Faculty
Inland School of Business and Social Sciences
Department
Department of Business Administration