Brands and Value Creation, 6 credits

Varumärke och värdeskapande, 6 hp

TEAE15

Main field of study

Graphical 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
ECV = Elective / Compulsory / Voluntary
Course offered for Semester Period Timetable module Language Campus ECV
6KGDK Graphic Design and Communication, Bachelor's Programme 3 (Autumn 2021) 1 1 English Norrköping C

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 work3.5 creditsU, G
PRA4Oral and written presentation of pitc0.5 creditsU, G
DIK1Digital test, Literature2 creditsU, 3, 4, 5

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.

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

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.

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.

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)

                            
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)

                            
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

                            
2. PERSONAL AND PROFESSIONAL SKILLS AND ATTRIBUTES
2.1 Analytical reasoning and problem solving

                            
2.2 Experimentation, investigation, and knowledge discovery

                            
2.3 System thinking

                            
2.4 Attitudes, thought, and learning

                            
2.5 Ethics, equity, and other responsibilities

                            
3. INTERPERSONAL SKILLS: TEAMWORK AND COMMUNICATION
3.1 Teamwork

                            
3.2 Communications

                            
3.3 Communication in foreign languages

                            
4. CONCEIVING, DESIGNING, IMPLEMENTING AND OPERATING SYSTEMS IN THE ENTERPRISE, SOCIETAL AND ENVIRONMENTAL CONTEXT
4.1 External, societal, and environmental context

                            
4.2 Enterprise and business context

                            
4.3 Conceiving, system engineering and management

                            
4.4 Designing

                            
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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