Brands and Value Creation, 6 credits
Varumärke och värdeskapande, 6 hp
TEAE15
Main field of study
Graphic Design and CommunicationCourse level
First cycleCourse type
Programme courseExaminer
Christina GrundströmDirector of studies or equivalent
Daniel EllströmEducation components
Preliminary scheduled hours: 30 hRecommended self-study hours: 130 h
Available for exchange students
YesCourse offered for | Semester | Period | Timetable module | Language | Campus | ECV | |
---|---|---|---|---|---|---|---|
6KGDK | Graphic Design and Communication, Bachelor's Programme | 3 (Autumn 2024) | 1 | 1 | English | Norrköping, Norrköping | C |
Main field of study
Graphic Design and CommunicationCourse level
First cycleAdvancement level
G1XSpecific 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 a new and an existing brand by applying the above-mentioned knowledge
- Describe and explain how drawn conclusions and given recommendations are transferred into both a brief and pitch
- Provide examples of ethical considerations within brand management and apply basic ethical approaches in the above mentioned skills and abilities.
Course content
- Branding theory, incl. related integrated marketing communication
- Management and control of brands
- Methods for brand analysis
- From brief to pitch based on conducted brand analysis
Teaching and working methods
Lectures and seminars.
Preparation for lectures and seminars is recommended.
Examination
DIT1 | Digital written exam | 6 credits | U, 3, 4, 5 |
Grades
Four-grade scale, LiU, U, 3, 4, 5Other information
Supplementary courses
Market awareness in international communication, 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 such a way that there are equal opportunities with regard to sex, transgender identity or expression, ethnicity, religion or other belief, disability, sexual orientation and age.
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.
The course is campus-based at the location specified for the course, unless otherwise stated under “Teaching and working methods”. Please note, in a campus-based course occasional remote sessions could be included.
Department
Institutionen för ekonomisk och industriell utvecklingCourse 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 |
---|---|---|---|
DIT1 | Digital written exam | 6 credits | U, 3, 4, 5 |
Books
Other
To be decided.
Note: The course matrix might contain more information in Swedish.
I | U | A | Modules | Comment | ||
---|---|---|---|---|---|---|
1. DISCIPLINARY KNOWLEDGE AND REASONING | ||||||
1.1 Knowledge of underlying mathematics and science (G1X level) |
X
|
X
|
X
|
DIT1
|
I: Put branding management in a context. U: Branding theory, brand management, critical evaluation of various types of brand, from brief to pitch based on a finished 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
|
|
|
DIT1
|
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
|
DIT1
|
I: Links to recent research, own and others, to complement required reading. U: Basic skills in analysis of a brand. (Some of the literature within core area to be less than five years old.) A: Builds on scientific knowledge gained in Market Communication and Analysis |
|
2. PERSONAL AND PROFESSIONAL SKILLS AND ATTRIBUTES | ||||||
2.1 Analytical reasoning and problem solving |
X
|
X
|
X
|
DIT1
|
I: Relates required skills to what will be required for a thesis. U: Brand analysis focusing on data collection, analysis and conclusions. A: Problem solving techniques from Market communication and Analysis, measurement techniques from User Experience and Interaction Design |
|
2.2 Experimentation, investigation, and knowledge discovery |
|
|
|
|||
2.3 System thinking |
X
|
X
|
|
DIT1
|
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
|
|
DIT1
|
I: Complex problem solving U: Taking initiatives, adaptability, creative (scientific) thinking, critical thinking and integration of knowledge |
|
2.5 Ethics, equity, and other responsibilities |
X
|
X
|
|
DIT1
|
I: Ethics in relation to sustainability. U: ethical considerations within brand management, and apply basic ethical approaches in the above mentioned skills and abilitites. |
|
3. INTERPERSONAL SKILLS: TEAMWORK AND COMMUNICATION | ||||||
3.1 Teamwork |
|
|
|
|||
3.2 Communications |
X
|
X
|
X
|
DIT1
|
I: Relates to requirements for thesis and program goals. U: Written and oral scientific and popular science presentations, from brief to pitch. A: Market communication and analysis |
|
3.3 Communication in foreign languages |
|
X
|
|
DIT1
|
U: All lectures and examination in English |
|
4. CONCEIVING, DESIGNING, IMPLEMENTING AND OPERATING SYSTEMS IN THE ENTERPRISE, SOCIETAL AND ENVIRONMENTAL CONTEXT | ||||||
4.1 External, societal, and environmental context |
X
|
X
|
|
DIT1
|
I: history behind and current issues in sustainability issues for branding. U: basic sustainability issues in relation to brands |
|
4.2 Enterprise and business context |
X
|
X
|
|
DIT1
|
I: Globala perspektiv. U: The role of brand management in a company's strategy, new methods to communicate brands |
|
4.3 Conceiving, system engineering and management |
|
X
|
|
DIT1
|
U: Understanding and adapting to target group(s) |
|
4.4 Designing |
|
X
|
|
DIT1
|
U: Use a finished 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 |
|
|
|
This tab contains public material from the course room in Lisam. The information published here is not legally binding, such material can be found under the other tabs on this page.
There are no files available for this course.