Study Guide

Objective

After completing the course the student is able to
- explain basic branding concepts
- explain factors that help to create differentiated brands
- apply brand building in different contexts.

Content

- branding 360° process
- components of branding in three different sectors
- brand architecture and brand portfolio

Materials

Reading of own choise regarding brand building (books, articles) either printed or on-line. Lecture materials. Goup work materials.

Teaching methods

Lectures, literature, assignments, group work.

Exam schedules

Re-take will be agreed separately.

International connections

Innovative pedagogy incl. field work outside classroom and presentations.

Completion alternatives

No alternative methods.

Student workload

Book reflection, two assignments, exam = 133 hrs = 5 credits.

Evaluation scale

H-5

Assessment methods and criteria

Book reflection pass/fail
Group work pass/fail during the course.
Exam 0-5

Assessment criteria, fail (0)

Student does not attend or shows poor activity during the course (reflection, group work). No knowldge of basics in the exam.

Assessment criteria, satisfactory (1-2)

Has returned book reflection, has attended group work and has Basic command of materials reuired to the exam.

Assessment criteria, good (3-4)

Has returned book reflection, has attended group work and has Good command of materials reuired to the exam

Assessment criteria, excellent (5)

Has returned book reflection, has attended group work and has Exellent command of materials reuired to the exam

Qualifications

No special entry requirements