Marketing Topics: Brand Management

MAR513 Marketing Topics: Brand Management

  • Topics

    Topics

    The topic focuses on brand effects from a marketing perspective. To achieve this goal, central contributions from the marketing literature that are relevant for brand management will be focused. The topic is divided into two main parts. The first part focuses on brand equity sources (such as brand awareness and brand associations), and the second part focuses on brand strategies (such as brand concept management, management of the brand portfolio, brand alliances, and brand extensions).

  • Teaching

    Teaching

    The course will have a research based approach with a high degree of student-teacher interaction.

  • Assessment

    Assessment

    Individual papers

  • Grading Scale

    Grading Scale

    Grading: Pass or fail.

  • Objective/course outline

    Objective/course outline

    The main objective of the course is to give the students a broad and up to date knowledge in central areas of marketing. Students may take one or more of the modules.

  • Computer tools

    Computer tools

    None

  • Semester

    Semester

    Fall. Not offered fall 2011.

     

  • Literature

    Literature

    Selected articles and books.

Overview

ECTS Credits
5
Teaching language
English and/or Norwegian (depending on the students)
Semester
Autumn

Course responsible

Sigurd Troye, Department of Strategy and Management