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HiL > 2016/17 Studiehåndbok > ØKA1024/1 Brand Management

Brand Management

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Kode
ØKA1024/1
Studiepoeng
7,5
Semester
Vår
Lengde
1 semester
Heltid/ deltid
Heltid
Pensum
Emneansvarlig
Marit Elvsås
Karaktersystem
Grades A-F
Undervisningsspråk
Engelsk
Emneeier
ÅR/BA Økonomi og administrasjon
Studenttorget
studenttorg@hil.no
Telefon: 612 88000
Emnebeskrivelse

The students will become familiar with central issues, theories and models within brand management. 

  • Brand building, including measuring brand value and analysis of brand positioning.
  • Composition of brand loyalty and how consumers perceive brands, and use brand knowledge in the decision process
  • Brand associations, brand identity and establishing brand resonance. 

Læringsutbytte

Knowledge (upon completion of the course, the student shall):

  • Describe central theories for developing and managing brands
  • Explain the function of brands for companies and consumers
  • Be familiar with various methods for measuring brand value
  • Be familiar with current trends and newer research in the field.

Skills (upon completion of the course the student shall be able to):

  • Collect necessary information to perform a structured analysis of a brand («brand audit») using correct theories and terminology.
  • Evaluate firms strategic brand decisions, use of brand elements, brand associations and positioning.
  • Recommend feasible growth strategies, inclusive strategies for brand expansion.
  • Present scholarly insight using English, written and orally

 General competence (upon completion of the course the student shall be able to):

  • View brand management in context with other strategic and tactical business decisions.

Undervisnings- og læringsmetode

Lectures, individual and group work with mandatory hand-ins and presentations, independent study.


Forkunnskapskrav

Recommended prerequisites:
Marketing (ØKA1021)


Emne er valgbart for
Årsstudium i Økonomi og Administrasjon (Valgbart)
Bachelor i Reiselivsledelse (Valgemne)
Bachelor Markedsføring og ledelse av turismeopplevelser (Valgemne))

Bachelor i Organisasjon og Ledelse (valgemne)
Andre studier
INTERNASJONALE STUDENTER (innkomne studenter)
Bachelor i Økonomi og Administrasjon (Obligatorisk)


Arbeidskrav

Mandatory hand-ins that must be passed in order to be allowed to take the exam. Specific form, number and other details will be announced during course start-up.  


Eksamensform

Written group project/exam– Counts 70% of final grade

Three hours written exam under attendance - Counts 30% of final grade

 

The student must receive at least a passing grade in each exam in order to receive a grade for the course.


Tillatte hjelpemidler

Allowed resources during exam:

None


Erstatter
Emnet ”Konsumenter og Merkevarer” 15 sp deles – Merkevaredelen videreføres i ”Brand Management”. Konsumentatferd – tones ned og går inn i emnet ”Emner i markedsføring” (7,5 studiepoeng)

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