Consumer Insight and Branding

• Introduction to the basic concepts and models related to consumer behaviour (motives and needs, perception, learning, recognition of problems, decision behaviour, etc.)
• Attitudes and influences on attitude (culture, group dynamics, reference groups, family influence on attitude).
• Practical implications: Utilisations (e.g. research in product development processes, profile and attitude studies, analyses of competitors, market segmentation, quality, customer satisfaction and loyalty).
• Basic model of branding model (awareness and image).
• Selection of brand strategy, including: analysis, creation of meaning, positioning, image, values, relationships.
• Customer Journey
• Managing brands over time

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.