Brand Management 7,5 hp

Undervisningen bedrivs på engelska.

Kursinnehåll

The course attempts to provide a strategic perspective on the role and importance of the brands in the global market. Topics covered in this course include the following:

• Brands, consumption and lifestyle
• Branding models
• Brand identity and personality
• Brand strategies
• Analysing the marketing environment
• Positioning and design
• Practical brand management
• Cultural and global branding

Connection to Research and Practice
The course has both research and practical relevance. Throughout the course students are encouraged to critically analyze and review academic articles in the wider field of brand management including consumer cultural aspects. Reflecting JIBS rich experience in collaborating with local companies the course discourse is supported by inviting guest lectures from local successful brands, presenting cases and examples from practice where students are provided with experiences of local companies and their efforts to construct their brands. Furthermore, by engaging in the group work project – with the assignment to analyze and critically evaluate most innovating brands in Sweden and worldwide – students are guided in applying theoretical principles and analytical skills in the real-life brand arena.

Förkunskapskrav

60 credits in Business Administration or Economics including at least 7.5 credits in basic marketing and 7.5 credits in management courses (or the equivalent).

Utbildningsnivå: Grundnivå
Kurskod/Ladokkod: JBMN14
Kursen ges vid: Jönköping International Business School Last modified 2024-11-21 09:09:39