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Brands and Value Creation, 6 credits

Varumärke och värdeskapande, 6 hp

TEAE15

Course starting semester

Main field of study

Graphic Design and Communication

Course level

First cycle

Course type

Programme course

Examiner

Christina Grundström

Director of studies or equivalent

Daniel Ellström

Education components

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

Available for exchange students

Yes

Possible deviation from course syllabus/programme syllabus

ECV = Elective / Compulsory / Voluntary

Course offered for		Semester	Period	Timetable module	Language	Campus	ECV
6KGDK	Graphic Design and Communication, Bachelor's Programme	3 (Autumn 2022)	1	1	English	Norrköping, Norrköping	C

Main field of study

Graphic Design and Communication

Course level

First cycle

Advancement level

G1X

Specific information

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

Course offered for

Bachelor's Programme in 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

PRA3	Project work	3.5 credits	U, G
PRA4	Oral and written presentation of pitc	0.5 credits	U, G
DIK1	Digital test, Literature	2 credits	U, 3, 4, 5
UPG1	Voluntary hand-in assignment for higher grade	0 credits	U, G

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.

DIK1 determines the final grade for the course with the addition that approved PRA3, PRA4 and UPG1 give grade 4 on the course even at grade 3 on 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.

About teaching and examination language

The teaching language is presented in the Overview tab for each course. The examination language relates to the teaching language as follows:

If teaching language is “Swedish”, the course as a whole could be given in Swedish, or partly in English. Examination language is Swedish, but parts of the examination can be in English.
If teaching language is “English”, the course as a whole is taught in English. Examination language is English.
If teaching language is “Swedish/English”, the course as a whole will be taught in English if students without prior knowledge of the Swedish language participate. Examination language is Swedish or English depending on teaching language.

Other

The course is conducted in a manner where both men's and women's experience and knowledge are made visible and developed.

The planning and implementation of a course should correspond to the course syllabus. The course evaluation should therefore be conducted with the course syllabus as a starting point.

If special circumstances prevail, the vice-chancellor may in a special decision specify the preconditions for temporary deviations from this course syllabus, and delegate the right to take such decisions.

Department

Institutionen för ekonomisk och industriell utveckling

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.

Code	Name	Scope	Grading scale
PRA3	Project work	3.5 credits	U, G
PRA4	Oral and written presentation of pitc	0.5 credits	U, G
DIK1	Digital test, Literature	2 credits	U, 3, 4, 5
UPG1	Voluntary hand-in assignment for higher grade	0 credits	U, G

Mandatory requirements apply to some parts of the course.

DIK1 determines the final grade for the course with the addition that approved PRA3, PRA4 and UPG1 give grade 4 on the course even at grade 3 on DIK1.

Student rights and obligations (login required)
Linköping University common rules and regulations (in Swedish)

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.

Download

Download course literature list as PDF

Note: The course matrix might contain more information in Swedish.

I = Introduce, U = Teach, A = Utilize

		I	U	A	Modules	Comment
1. DISCIPLINARY KNOWLEDGE AND REASONING
	1.1 Knowledge of underlying mathematics and science (G1X level)	X	X	X	PRA3 PRA4 DIK1	I: Put branding management in a context. U: Branding theory, brand management, brand analysis, from brief to pitch based on a brand analysis. A: Expected to apply key terminology from Market Communication and Analysis
	1.2 Fundamental engineering knowledge (G1X level)
	1.3 Further knowledge, methods, and tools in one or several subjects in engineering or natural science (G2X level)	X				I: methods for brand analysis.
	1.4 Advanced knowledge, methods, and tools in one or several subjects in engineering or natural sciences (A1X level)
	1.5 Insight into current research and development work	X	X	X	PRA3 DIK1	I: Links to recent research, own and others, to complement required reading. U: Basic skills in the case study approach, scientific writing. (Some of literature within core area to be less than five years old.) A: Builds on knowledge gained in Market Communication and Analysis
2. PERSONAL AND PROFESSIONAL SKILLS AND ATTRIBUTES
	2.1 Analytical reasoning and problem solving	X	X	X	PRA3 PRA4	I: Relates required skills to what will be required for a thesis (50 % of thesis level). U: Brand analysis (problem analysis->recommendations), A: Problem solving techniques from Market communication and Analysis, Measurement techniques from User Experience and Interaction Design
	2.2 Experimentation, investigation, and knowledge discovery		X		PRA3 PRA4	U: Independent choice of literature (based on a recommendation list)
	2.3 System thinking	X	X		PRA3	I: International business intelligence, U: Business intelligence for a brand (apply 1.1 and 1.5), prioritize
	2.4 Attitudes, thought, and learning	X	X		PRA3 PRA4	U: Taking initiatives, endurance (report), adaptability, creative (scientific) thinking, critical thinking and integration of knowledge
	2.5 Ethics, equity, and other responsibilities	X	X		PRA3 PRA4	I: Taking responsibility in a group (group contract, voluntary). U: ethical considerations within brand management, and apply basic ethical approaches in the above mentioned oral and written presentations (e.g. no speculation), I: taking responsibility in a group (group contract, voluntary)
3. INTERPERSONAL SKILLS: TEAMWORK AND COMMUNICATION
	3.1 Teamwork		X		PRA3 PRA4	U: Group work
	3.2 Communications	X	X	X	PRA3 PRA4	I: Relates to requirements for thesis and program goals. U: Written and oral scientific and popular science presentations, provide feedback, brief to pitch. A: Market communication and analysis
	3.3 Communication in foreign languages		X		PRA4 DIK1	U: All lectures and examination in English (PRA3 voluntary)
4. CONCEIVING, DESIGNING, IMPLEMENTING AND OPERATING SYSTEMS IN THE ENTERPRISE, SOCIETAL AND ENVIRONMENTAL CONTEXT
	4.1 External, societal, and environmental context	X				I: history behind and sustainability issues for branding
	4.2 Enterprise and business context		X		PRA3 DIK1	U: The role of brand management in a company's strategy, new methods to communicate brands
	4.3 Conceiving, system engineering and management		X		PRA3 PRA4	U: Understanding and adapting to target group(s)
	4.4 Designing		X		PRA4	U: Use brand analysis as a basis for a pitch
	4.5 Implementing
	4.6 Operating
5. PLANNING, EXECUTION AND PRESENTATION OF RESEARCH DEVELOPMENT PROJECTS WITH RESPECT TO SCIENTIFIC AND SOCIETAL NEEDS AND REQUIREMENTS
	5.1 Societal conditions, including economic, social, and ecological aspects of sustainable development for knowledge development
	5.2 Economic conditions for knowledge development
	5.3 Identification of needs, structuring and planning of research or development projects
	5.4 Execution of research or development projects
	5.5 Presentation and evaluation of research or development projects

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