Current active course description (last updated 2023/24)
Branding and Consumer Marketing
MAF5001
Current active course description (last updated 2023/24)
Branding and Consumer Marketing
MAF5001
The course provides advanced knowledge in central topics related to branding and consumption. It will be emphasized the significance of branding and consumption for society and companies.
The focus of the course is consumer marketing. It provide advanced knowledge about branding and consumption internationally and the central role that brands and consumption has in the affluent marketplace. Different theories and perspectives will be presented including the consequence for practice and research. The learning process is case based.
The course is only open to students in the Master of Science in Business study programme.
Upon successful completion of this course, students should have developed the following competencies:
Knowledge:
- Student has in-depth knowledge of central models and theory about brands and branding.
- Has advanced knowledge about central models and theory related to consumption and consumer behaviour.
- Has advanced insight of how brands and consumption work in a society.
- Has advanced insight about how production and consumption work through brands.
- Can apply advanced knowledge of branding and consumption on organisations in different industries.
Skills:
- Can conduct analyses of factors that can be central for succeeding in a global consumer market.
- Can understand mechanisms that are at play in consumer markets.
- Can critically analyse companies' branding from different perspectives.
- Can analyse and knows the consequences of the significance of symbols globally and locally.
- Can undertake a relevant assessment of brands from the consumers' view in different markets.
General competence:
- Can use advanced knowledge and skills for achieving the goals of an organisation.
- Student has developed the ability to conduct and disseminate work, both orally and in writing, as related to brands and consumption.
Paid semester fee and syllabus literature. It is also required that students have a laptop at their disposal.
Main profile, Elective course
This course is based on active students. It is expected that students physically meet on campus. The learning process is based on lectures, discussions and short essays throughout the semester. We will arrange business excursion which is compulsory for all students that select the major in International Business and Marketing.
The study programme is evaluated annually by students by way of course evaluation studies. These evaluations are included in the universitys quality assurance system.
All support materials allowed.
Introductory course in marketing.