23120 Contemporary Branding, 5 cr
Brands and branding have endured for centuries. At their best, brands allow consumers to reduce risk, simplify decisionmaking, and achieve personal benefits. However, creating and managing brands is as difficult as ever, if not impossible.
Therefore, a thorough customer understanding is needed. Moreover, consumers have become empowered, the technology changes rapidly, new media emerge, and even environmental threats have to be considered. The course will explore the latest developments in customer understanding within branding research, including brand relationships, the time dimension in branding, corporate and image heritage as well as ethical branding.
The course can be taken as part of the Study Module in Corporate Responsibility.
You have a thorough understanding of contemporary branding issues like brand relationships, heritage dimensions, ethical branding, and how they impact on businesses and consumers.
- evaluate branding vocabulary and models from the organizational vs. consumer perspective
- understand how customer logic impacts on branding and brand relationships
- analyze branding strategies and give recommendations to companies due to contemporary branding issues and customer empowerment
- present your ideas on contemporary branding issues impact both orally and verbally.
nternational learning material
International guest lecturers
International cases during lectures
Compulsory inter-cultural group work
A Bachelor's degree is required for all students. Knowledge of marketing equivalent to basics in marketing or branding.
134 hours divided into
Scheduled hours: 24h
Non-scheduled work: 110h
Lectures and discussions in class
The first introductory lecture and all guest lectures are compulsory and cannot be compensated.
Articles, research and case material max. 300 pages (60h). To be announced.
Discussions in class
Students who have completed the earlier course Contemporary Branding (8 ECTS, course code 23047) cannot take this course.
Open university quota: 3
Quota for JOO-students: 3