Brand Management and Consumer Behaviour
The course covers the following main topics:
BRANDING
- Branding management
- Brand-person-relationships
- Brand concepts and positioning
- Brand alliances
- Brand extensions
- Brand elements
- Brand personality
- Point of origin in branding
- Private brands
- Brand crisis and brand hijacking
CONSUMER BEHAVIOR - Market segmentation
- Motivation and personality
- Perception and learning
- Attitude
- Family and social class
- Culture and subculture
- Adoption and diffusion of innovations
- Consumers decision making
- Ethics and corporate social responsibility
On successful completion of the course:
Knowledge
The student should have:
- Knowledge about key topics in branding as brand management, brand-person-relationships, brand positioning, brand alliances, brand extensions, brand elements, brand personality, point of origin in branding, private brands, brand crisis and brand hijacking
- Knowledge about key topics in consumer behaviour such as market segmentation, motivation, personality, perception, learning, attitude, family, social class, culture, subculture, adoption, diffusion of innovations, consumer decision-making, ethics and corporate social responsibility
Skills
The student should:
- Be able to analyze, plan and implement marketing efforts for building a company, product or another object as a brand
- Be able to analyze and understand buying behaviour in different market segments, with the purpose of marketing products and services in these markets
- Understand different trends in consumer behaviour and branding
General competence
The student should:
- Be competent to work with branding and analyzing customers¿ buying behaviour
- Be able to reflect over the environmental and ethical aspects of consumption, over consumption and compulsive buying behavior
- Be able to raise critical questions related to unnecessary product elements created by expensive brand building, which in turn lead to negative environmental consequences of marketing and consumption
Due to the Covid-19 epedemic, a number of assessments and exams at Nord University has been changed.
Changes are made in accordance with the Temporary Regulations on Supplements to Regulation 31/01/2019 no. 63: Concerning Studies and Examinations at Nord University - Extraordinary Measures as a Result of the Coronavirus Epidemic- according to §2 of the Corona Epidemic, Assessment Methods, Sections 1-3
To accommodate this, the form of assessment will be changed from Written School examination to Take -home Examination on this course in the spring of 2020.
Overlap refers to a similarity between courses with the same content. Therefore, you will receive the following reduction in credits if you have taken the courses listed below:
EK200F - Brand Management and Consumer Behaviour - 10 credits