Study Guide

Objective

The student understands the concept of brand equity and key topics related to strategic brand management. The student recognizes the tools needed for brand development and the importance of successful branding as means to add customer value and provide protection against competition. The student develops critical thinking related to branding and acquires collaborative team and group working skills.

Content

- Introduction to Branding
- The concept of brand equity
- Strategic brand management process
- Emotion and Brands
- Symbolic meaning of brands
- Cultural meaning systems and brands

Prerequisites

Marketing or equivalent studies

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. Student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. Student masters commendably the course subject area’s concepts and models. Student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply their knowledge in leisure, study and work situations. Student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. Student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.