Consumer Insight and Branding

Knowledge: - Provide basic knowledge about central concepts within consumer behaviour and brand management. - Be able to explain the reason for and importance of branding for companies. - Account for brand management models and brand elements - Describe brand management over time. Skills: - Use the models and approaches in developing consumer marketing strategy in an organization. - Describe problem areas related to branding. - Actively participate in discussions and decisions concerning branding in a given organization. General competence: - Relate consumer behaviour and branding to other fields covered within the bachelor study program. - Relate consumer behaviour and branding to central business functions such as purchasing, production, distribution, sales and marketing. - Use insight from the course to develop a brand management strategy.

Lectures, videos, cases and exercises. Mandatory Assignment: Mandatory assignment(s) will be specified at the beginning of the semester. Mandatory attendance: Some lectures require mandatory attendance. This will be announced well in advance. Previously approved mandatory assignments are valid until there are significant changes in the subject.