Branding (5 ECTS)

Objective

The course will highlight the importance and complexity of branding. A socio-cultural approach will be taken in addition to the cognitive, information-processing approach to branding which currently reigns supreme. At the completion of the course, students will:
• be familiar with the socio-cultural meaning of brands, brand equity, and key topics related to managing a brand
• recognize the importance of successful branding as a means to add customer value and provide protection from price competition and pressures towards commoditization
• have developed her/his critical thinking abilities through the use of assigned readings (based on peer-reviewed journal articles) and discussions
• understand the tools needed for carrying out a brand audit
• have acquired collaborative team and group working skills

Content

The course will take a look at the following topics:
• Introduction to Branding
• Understanding the socio-cultural meaning of brands
• Emotion and Brands
• Symbolic meaning of brands
• Cultural meaning systems and brands
• Brand equity
• Auditing and measuring brand equity
• Brand strategies

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: showing just enough understanding of the subject to merit a pass grade but requiring greater effort to achieve a more satisfactory result

Assessment criteria, good (3)

Good performance: showing strong understanding of basic concepts and good grasp of techniques, but with certain minor problems still requiring further attention

Assessment criteria, excellent (5)

Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination

Qualifications

English Language Proficiency
First year core business studies