2013/2014 KAN-BCM_BC55 Socio-Cognitive Science of Branding
English Title | |
Socio-Cognitive Science of Branding |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Mandatory |
Level | Full Degree Master |
Duration | One Quarter |
Course period | Spring |
Time Table | Please see course schedule at e-Campus |
Study board |
Study Board for MSc in Economics and Business
Administration
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 05-08-2013 |
Learning objectives | |||||||||||||||||||||||||
At the end of the course, the student
should be able:
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Examination | |||||||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||||||
This course focuses on understanding the symbolic meaning of brands and consumer communities. It investigates how consumers create an emotional bond with these entities (e.g., consumer communities, brand communities, consumption communities, tribal communities). To identify this emotional bond the course includes a combination of qualitative theories and methods. The theoretical part includes socio-cognitive theories which explain consumers’ symbolic worlds based on different conceptual perspectives. The methodological part covers focus group, netnography, participant observation, and in-depth interviews and requires students to use these methods when collecting data during field work. The fieldwork enables students to evaluate the pros/cons of each method firsthand. The course will students to analyze their collected data, identify shared themes, and finally apply relevant socio-cognitive theories to explain the emotional/symbolic bonds/values within the consumer community they chose to observe . Finally, students develop managerial implications of their findings for a potential brand. | |||||||||||||||||||||||||
Teaching methods | |||||||||||||||||||||||||
The course is based on lectures,
cases, team projects & presentations, selected guest lectures.
The class sessions include a variety of lectures/discussions,
cases/articles/presentations, exercises, and industry
presentations. The course includes hands-on projects during which
students apply a range of different methods to topics of their
choice, such as:
• focus groups and/or, • netnography, • participant observation, • one-on-one in-depth interviews. |
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Last updated on
05-08-2013