Brand Management & Communication, Lectures

After
completing the course, the student understands the strategic role of
branding in an organisation’s’ interaction with its customers and other
stakeholders. The student is able to evaluate and apply different
perspectives and frameworks when planning and developing a brand
strategy.

The course familiarizes students with the key theoretical and  practical concepts and frameworks related to branding. Special focus is  on how brands are co-constructed in the market through interacting with  stakeholders. Brand-related marketing communication is examined in  different platforms including paid, earned, owned and shared media.  Through the course assignments, the students apply the conceptual  branding tools to practical examples.

Compulsory Prerequisites

• Consumer Behaviour, KAT.MARK.206, 5 cr

Recommended Prerequisites

• Introduction to Marketing, KAT.MARK.101, 5 cr

Heding, Knudtzen & Bjerre, Brand management: Research, theory and practice, 2nd edition, 2016, London, Routledge

Other materials assigned by the lecturer, e.g. e-books, academic articles

General scale, 0-5

• KAT.MARK-M20 Intermediate Studies in Marketing, Open University Studies