Branding and Advertising

2019-2020

Course Objective

Upon completion of this course, students:
- Demonstrate a critical understanding of the concepts and theories
used, as well as key topics covered, in the top academic journals on the
role of brands for marketing and the value of brands for consumer
decisions.
- Effectively apply branding theories both to understand real-life
marketing problems and to design solutions to those problems.
- Communicate and collaborate effectively with an international
cohort of classmates to design and produce case solutions or other
presentations, provided in English, to both academic and professional
audiences.

Course Content

Branding is an important instrument in marketing. In this course we
discuss brand management and branding strategies and study what makes
brands successful. We also reflect on the roles of brands for
consumers, and how these goals and resulting consumer behaviors
interact
with marketer’s activities and objectives. The course aims to critically
reflect on these practices from an academic point of view, supported by
knowledge gathered by studying theory and concepts that are relevant to
branding (in the form of reading assignments and in-class discussion),
and to analyze branding issues with the use of literature and desk
research (in the form of a case study and smaller assignments).

We will discuss literature related to brand strategy and brand
management, brand communication, and brand-related consumer behavior,
and will focus on topics like brand positioning (and repositioning),
brand equity, brand extension, CSR/purpose branding, internal branding,
and
brand communication.

Teaching Methods

Lectures, workgroups

Method of Assessment

Written examination: 70%;
Assignment: 30%;
each to be completed with a minimum score of 5.0

Literature

Academic articles

Recommended background knowledge

Marketing Strategy
Consumer marketing

General Information

Course Code E_MKT_BA
Credits 6 EC
Period P4
Course Level 400
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator prof. dr. ir. P.W.J. Verlegh
Examiner prof. dr. ir. P.W.J. Verlegh
Teaching Staff A.W. Eigenraam MSc

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Lecture, Study Group
Target audiences

This course is also available as: