Branding and Advertising

2019-2020
Dit vak wordt in het Engels aangeboden. Omschrijvingen kunnen daardoor mogelijk alleen in het Engels worden weergegeven.

Doel vak

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.

Inhoud vak

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.

Onderwijsvorm

Lectures, workgroups

Toetsvorm

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

Literatuur

Academic articles

Aanbevolen voorkennis

Marketing Strategy
Consumer marketing

Algemene informatie

Vakcode E_MKT_BA
Studiepunten 6 EC
Periode P4
Vakniveau 400
Onderwijstaal Engels
Faculteit School of Business and Economics
Vakcoördinator prof. dr. ir. P.W.J. Verlegh
Examinator prof. dr. ir. P.W.J. Verlegh
Docenten A.W. Eigenraam MSc

Praktische informatie

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Werkvormen Hoorcollege, Werkgroep
Doelgroepen

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