Brands and Value Creation, 6 credits (TEAE15)

Varumärke och värdeskapande, 6 hp

Main field of study

Graphical Design and Communication

Level

First cycle

Course type

Programme course

Examiner

Christina Grundström

Director of studies or equivalent

Daniel Ellström

Available for exchange students

Yes
Course offered for Semester Period Timetable module Language Campus VOF
6KGDK Graphic Design and Communication, Bachelor's Programme 3 (Autumn 2021) 1 1 English Norrköping o

Main field of study

Graphical Design and Communication

Course level

First cycle

Advancement level

G1X

Course offered for

  • Bachelor's Programme in Graphic Design and Communication

Specific information

Exchange students; The course is only available to exchange students within the area of Graphic Design and Communication.

Prerequisites

Market communication and analysis.

Intended learning outcomes

The aim of the course is to provide knowledge about the meaning, content and design of, and strategy for brands to ensure value creation for the target group as well as the brand owner.

On conclusion of the course, the students shall be able to:

  • List and define different theories, models and terms within the branding area, and relate these to a brand owner’s strategy and value creation
  • Explain how a brand is built, maintained, developed and possibly retired
  • Critically evaluate an existing brand by applying the above-mentioned knowledge, and thereafter draw conclusions about and defend recommendations for the brand
  • Present orally and in writing the evaluation according to the previous bullet point, ensuring that basic skills in the case study approach are shown
  • Describe and explain how drawn conclusions and given recommendations are transferred into both a brief and pitch, and apply these skills practically
  • Provide examples of ethical considerations within brand management, and apply basic ethical approaches in the above mentioned oral and written presentations 

 

Course content

  • Branding theory, incl. related integrated marketing communication
  • Management and control of brands
  • Brand analysis
  • Scientific writing
  • From brief to pitch based on conducted brand analysis

Teaching and working methods

Lectures, seminars and written assignments. 

Examination

PRA3Project workU, G3.5 credits
PRA4Oral and written presentation of pitcU, G0.5 credits
DIK1Digital test, LiteratureU, 3, 4, 52 credits

Mandatory requirements apply to some parts of the course.

A student who has obtained a pass grade (i.e. at least grade 3) for DIK1 may be examined multiple times to try to raise their grade. This opportunity is limited to the semester during which the student first obtained a pass grade for DIK1.

Submission of the examining assignment for PRA3 after the specified deadline for chosen type of assignment  results in U for PRA3 unless an by the examiner acceptable excuse is presented in writing to the examiner no later than the deadline in question.

The final grade is determined by the grade obtained for DIK1.

Grades

Four-grade scale, LiU, U, 3, 4, 5

Other information

Supplementary courses

Market awareness in international cross-media design and production, project courses.

Department

Institutionen för ekonomisk och industriell utveckling

Director of Studies or equivalent

Daniel Ellström

Examiner

Christina Grundström

Course website and other links

Education components

Preliminary scheduled hours: 30 h
Recommended self-study hours: 130 h

Course literature

Books
Keller, Kevin Lane och Swaminathan, Vanitha, (2020) Strategic Brand Management. Building, Measuring and Managing Brand Equity 5th edition Harlow: Pearson Education Limited
Other

To be decided.

Books

Keller, Kevin Lane och Swaminathan, Vanitha, (2020) Strategic Brand Management. Building, Measuring and Managing Brand Equity 5th edition Harlow: Pearson Education Limited

Other

To be decided.

PRA3 Project work U, G 3.5 credits
PRA4 Oral and written presentation of pitc U, G 0.5 credits
DIK1 Digital test, Literature U, 3, 4, 5 2 credits

Mandatory requirements apply to some parts of the course.

A student who has obtained a pass grade (i.e. at least grade 3) for DIK1 may be examined multiple times to try to raise their grade. This opportunity is limited to the semester during which the student first obtained a pass grade for DIK1.

Submission of the examining assignment for PRA3 after the specified deadline for chosen type of assignment  results in U for PRA3 unless an by the examiner acceptable excuse is presented in writing to the examiner no later than the deadline in question.

The final grade is determined by the grade obtained for DIK1.

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