Brands and Branding
7.5 credits cr.
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The course addresses a phenomena of brands and branding, born in the realm of business but having been extended into other realm as well, affecting not only businesses but society at large.
Corporate branding is one of the central aspects of marketing practice with the purpose pf building brand value and offering models such as brand DNA, brand identity, brand image and brand equity.
Still, corporate branding is not the determining factor of brand meaning and value which are also negotiated among consumers and other stakeholders.
Students are introduced to the processes through which the meanings and values of brands are created, approached not only from corporate perspectives, but also from consumer perspectives as well as cultural and critical perspectives.
Some of the topics discussed during the course are corporate branding, brand equity, brand value, brand meaning and co-creation, brand authenticity and critical perspectives on brands and branding.
The course consists of a combination of lectures, seminars and group work and requires a significant portion of self-study on the part of students. Assessment for the course will be continuous and is carried throughout the different activities of the course.
The course workload is 200 hours equivalent to 7,5 ECTS. The language of instruction is English.
Assessment for the course will be continuous and is carried throughout the different course activities. Each assessment task is weighted in relation to its importance in the overall assessment of the course.
The student’s results from the different assessment tasks are added up to a total course score that will then translate into the final grade for the course.
The course contains the following weighted assessment tasks:
1. Individually written exam: assesses intended learning outcomes 1–5; constitutes 60% of total course points.
2. Group project and presentation: assess intended learning outcomes 1-5; constitute 20% of total course points.
3. Short individual assignments: assess indended learning outcomes 1-5; constitutes 10% of total course points.
4. Active participation in seminars: assesses intended learning outcomes 1–5; constitutes 10% of total course points.
ScheduleThe schedule will be available no later than one month before the start of the course. We do not recommend print-outs as changes can occur. At the start of the course, your department will advise where you can find your schedule during the course.
Course coordinator: firstname.lastname@example.org
Head of course: Susanna Molander