2016/2017
BA-BIMKO1077U Tværfaglig case 1: Brand Management
| English Title |
| Interdisciplinary Case 1: Brand
Management |
|
|
| Sprog |
Dansk |
| Kursets ECTS |
7,5 ECTS |
| Type |
Obligatorisk |
| Niveau |
Bachelor |
| Varighed |
Et semester |
| Starttidspunkt |
Forår |
| Tidspunkt |
Skemaet bliver offentliggjort på
calendar.cbs.dk |
| Studienævn |
Studienævnet for BA i Interkulturel
Markedskommunikation
|
|
Kursusansvarlig |
- Richard Jones - Institut for Afsætningsøkonomi
(AØ)
|
| Primære
fagområder |
|
|
|
Sidst opdateret den
17-08-2016
|
| Læringsmål |
For at opnå karakteren 12 skal den
studerende, med ingen eller få uvæsentlige mangler eller fejl,
opfylde følgende læringsmål:
- Demonstrate an understanding of brands as strategic assets for
both commercial and not-for-profit organisations
- Demonstrate a detailed knowledge of different brand models and
choose appropriate ones for a given situation
- Suggest strategies for the development of brand equity
- Demonstrate an understanding of the role the brand is playing
as part of the overall business model for a company
- Be able to work strategically with the Business Model Canvas,
in order to create Business Model Innovation
- Demonstrate strong presentation skills
- Integrate core concepts from other subjects in their
analysis
|
| Forudsætninger for indstilling til
prøven |
|
Antal obligatoriske
aktiviteter: 1
Obligatoriske
godkendelsesopgaver (bedømmes godkendt/ikke godkendt)
Participation in a one day seminar including participation in an
oral presentation and discussion of the group case.
If the student does not participate in the one day seminar, the
student must answer a given assignment of maximum 5
pages.
|
| Prøve/delprøver |
|
Interdisciplinary Case 1: Brand
Management:
|
| Prøvens
ECTS |
7,5 |
| Prøveform |
Mundtlig prøve på baggrund af skriftligt produkt
Det er en forudsætning for at deltage i den mundtlige prøve,
at det skriftlige produkt er afleveret inden afholdelse af prøven;
inden for fastsat frist. Karakteren gives på baggrund af en
helhedsbedømmelse af det skriftlige produkt og den individuelle
mundtlige præstation. |
| Individuel eller gruppeprøve |
Individuel mundtlig prøve på baggrund af
gruppeopgave |
| Antal personer i gruppen |
max. 5 |
| Omfang af skriftligt produkt |
Max. 15 sider |
|
Length: 15 pages regardless of group size. If you
answer the assignment individually the maximum length is 10
pages. |
| Opgavetype |
Projektrapport |
| Varighed |
Skriftligt produkt afleveres på en fastsat dato og
tidspunkt.
20 min. pr. studerende, inkl. votering, karaktergivning og
begrundelse |
| Forberedelse |
Uden forberedelse |
| Bedømmelsesform |
7-trins-skala |
| Bedømmer(e) |
Eksaminator og ekstern censor |
| Eksamensperiode |
Sommer |
| Syge-/omprøve |
Samme prøveform som ved ordinær prøve
Re-examination: If a student has
participated in answering the case-assignment, but has been sick at
the time of the oral examination, the re-examination will be based
on a re-submission of the original case-assignment.
If a student has not participated in answering the case-assignment,
or has not passed the oral examination, the student must answer a
new case-assignment. However the Study Board can elect to convert
the exam to a 20 minutes oral examination in the curriculum if the
number of students indicate otherwise. The students will have 20
minutes to prepare. During the preparation the are allowed to bring
books and notes.
|
Beskrivelse af
eksamensforløbet
The assignment will be based on a case chosen by the
group and approved by the instructor. It is possible to write the
assignment individually, but groups are
recommended.
|
|
| Kursets indhold, forløb og
pædagogik |
|
Brands are one of companies' greatest assets. This asset is
perhaps unique in that it is 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 in order to create value for the brand and its stakeholders.
We focus on corporate brands as a platform for driving strong
brands. This platform consists of: vision,
culture, identity and the business model. This course is
unique in that it brings together theories of brands, business
model and innovation. 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.
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.
|
| Undervisningsformer |
| 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. |
| Studenterarbejdstimer |
| Course activities (including preparation) |
120 timer |
| Exam (including exam preparation) |
86 timer |
|
| Foreløbig litteratur |
|
A textbook will be chosen nearer to the start of the
course
|
Sidst opdateret den
17-08-2016
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