2013/2014 BA-IMK_TCBM Interdisciplinary Case 1: Brand Management
English Title | |
Interdisciplinary Case 1: Brand Management |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Mandatory |
Level | Bachelor |
Duration | One Semester |
Course period | Spring |
Time Table | Please see course schedule at e-Campus |
Study board |
Study Board for BA in Intercultural Marketing
Communication
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 21-08-2013 |
Learning objectives | |||||||||||||||||||||||||||
The student should be able to:
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Prerequisites for registering for the exam | |||||||||||||||||||||||||||
Compulsory assignments
(assessed approved/not approved)
Participation in a one day seminar including participation in an oral presentation and discussion of a caseanalysis. If the student does not participate in the one day seminar, due to sickness, the student must answer a given assignment og maximum 5 pages. |
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Examination | |||||||||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||||||||
Brands are one of companies'
greatest assets. In additional, of all the company's assets
they are uniquely focused on bridging the gap beween the firm and
its environment. This course seeks to inspire and teach students
about how one can work effectively with brands. Through this course
students will learn to analyse and refelct about brands' value
(in monetary and symbolic terms) and how to manage a portfolio of
brands. The course uses a mix of lectures, seminars and a strong
element of case-based teaching to highlight the practical nature of
working with brands.
In this course brands are not seen as spearate from the rest of the company. We will therefore tak a holistic approach to brands and their relevance to corporate strategy, HR, sales and CSR strategy. Through this course students will be introduced to a series of tools which will be used in the cases in the seminars and in the final exam. Students will be expected to work together to explore and apply these tools to these cases. |
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Teaching methods | |||||||||||||||||||||||||||
This course uses a variety of teaching forms. In addition to in-class based lectures, which are focused on introducing students to key concepts and theories in the course, the course will use a high degree of case-based teaching and exercises. Teaching will be divided between large lectures and case work in seminar groups. Presentations are an important part of teaching. | |||||||||||||||||||||||||||
Student workload | |||||||||||||||||||||||||||
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Expected literature | |||||||||||||||||||||||||||
A textbook will be chosen nearer to the start of the course |
Last updated on
21-08-2013