Brand Management And How To Communicate About Brands
Volledige vakbeschrijving
This course covers foundations of brand management and marketing communications (including advertising). The course will take a strong consumer-based focus, therefore the foundation of branding and advertising in consumer behavior and consumer psychology theories will be discussed. We will discuss theory that is at the foundation of branding and advertising and then apply it through team assignments on students’ chosen brands. The course consists of two parts: In the first 3,5 weeks we will deal with brand management and in the second 3,5 weeks we will focus on integrated marketing communications. In the brand management part the nature of brands in consumers’ minds, the concept of brand equity and instruments to build and leverage brands will be discussed. Furthermore, an individual paper is due that focuses on the way that the internet and social media have influenced brand management. In the integrated marketing communications part we will have a look at the concept of Integrated Marketing Communications, the communication process and theories of consumer behavior and response. The final assignment will require students to apply this knowledge to their chosen brand.Doelstellingen van dit vak
•To give students an introduction to the communication of brands to consumers. On the one hand a strong theoretical foundation will be built by studying the textbook chapters and journal articles .E-reader On the other hand, we will continuously translate this theory to practice, by means of short articles from the business press . E-readerbrief student presentations, and one larger group project. •Next to being instructive and interesting, this course can also be a lot of fun. We are confronted with brands and advertising every single day, and it is challenging to explore the processes by which this is done. •To have an in depth understanding of the theories concerning branding, marketing communication and consumer behavior, and of the implications of these theories for marketing management. Skills that will be developed/ enhanced during this course are: presentation skills, teamwork skills, writing skills, analytical skills, reflection skills and creativity skills.
Voorwaarden
NoneRecommended
SSC1027 Principles of Economics
Aanbevolen literatuur
•To be announcedInstructional format
This course consists of 13 tutorial group meetings. Most of the educational group meetings are structured as follows: In the first hour we will critically reflect on and discuss the literature for that meeting. We will explore the theoretical concepts discussed in the articles and chapters and make sure that everyone understands the big picture. In the second hour, we will apply the studied literature to practice. The tutorial groups will be divided into four teams, and each group will be responsible for a brand during the whole course. For most sessions there is a small group assignment to be prepared by each team about the specific brand the team has chosen. In essence it means using “your” brand to give a practical example of the literature. Furthermore there will be a mid-term assessment in the form of a paper of maximum 8 pages, in which you will have to individually reflect on the brand management topic we discussed in the first 3 weeks. In week 7 there will be a final assessment in the form of a group presentation (an integrated communications plan) about your brand and a proposed brand extension. Students’ assignment is to reflect on the decision of extending the brand into the proposed category, to decide what the brand extension should look like and to set up a launch plan for the brand extension (an IMC plan).
Examination
There is no final exam in this course. Examination consists of participation, the small team assignments that are to be presented during the tutorial sessions, the mid-term individual paper and the final group assignment.
SSC2018
Periode 4
27 jan 2025
21 mrt 2025
Studiepunten:
5.0Taal van de opleiding:
EngelsCoordinators:
Onderwijsmethode:
PBL, Presentation(s), Lecture(s), Assignment(s), Paper(s)Evaluatiemethoden:
Final paper, Attendance, Participation, Written exam, Oral exam, Take home exam