Courses NonDegree Display 2020-2021

Course Description To PDF
Course title Brand Management
Course code EBC2062
ECTS credits 6,5
Assessment Whole/Half Grades
Period
Period Start End Mon Tue Wed Thu Fri
2 26-10-2020 11-12-2020 X X
Level Intermediate
Coordinator Jos Lemmink
For more information: j.lemmink@maastrichtuniversity.nl
Language of instruction English
Goals
The course has the following objectives:

• Learning about the history of brand management
• Developing an understanding of key terms and models in brand management
• Understanding different theories in branding
• Gaining an understanding of the role of brand management in marketing strategy
• Introduction to several topics of brand management
• Introduction to the role of advertising and communication in branding
• Studying how the effectiveness of branding initiatives can be measured
• Learning about new developments in branding
• Actively applying the acquired knowledge by working on a real life branding and communication problem
Description
PLEASE NOTE THAT THE INFORMATION ABOUT THE TEACHING AND ASSESSMENT METHOD(S) USED IN THIS COURSE IS WITH RESERVATION. THE INFORMATION PROVIDED HERE IS BASED ON THE COURSE SETUP PRIOR TO THE CORONAVIRUS CRISIS. AS A CONSEQUENCE OF THE CRISIS, COURSE COORDINATORS MAY BE FORCED TO CHANGE THE TEACHING AND ASSESSMENT METHODS USED. THE MOST UP-TO-DATE INFORMATION ABOUT THE TEACHING/ASSESSMENT METHOD(S) WILL BE AVAILABLE IN THE COURSE SYLLABUS.

Brand Management studies how to build, maintain, and exploit a company's most valuable asset: its brands. While products are increasingly becoming more standardized, the only difference that remains is the brand label on them. But brands are no manna from heaven. It takes serious efforts to build a brand, and marketing communication is a major tool in achieving an outstanding brand.
How brands can be managed is the starting point and primary topic of the course. We will study what a brand is, which elements constitute a brand, and what needs to be considered in brand management. Brand measurement as well as the basic branding strategies related to brand systems and brand extensions will be discussed.
For building brands, advertising and communication is perhaps the most important instrument and deserves explicit attention. advertising and communication seeks to influence consumer behavior; therefore, understanding the basic aspects of that topic is important for studying brand management. Throughout the course, students work on a real life branding or communication problem.
For bachelor students at Maastricht University, the course is part of the Marketing Major. But it can also be chosen as an elective and may therefore be interesting for students who plan to focus on another business area. For example, accounting students learn about the background of an important intangible asset. Strategy students dive into one particularly important strategic issue. Further the course is of interest to anyone who wants to get experience in bridging theory and practice and who wants to learn more about the thrilling world of branding and advertising, which is around us anytime, anyplace, anywhere.
Literature
A detailed literature list will be available on the Eleum site of the course
Prerequisites
Teaching methods (indicative; course manual is definitive) PBL / Presentation / Lecture / Assignment / Groupwork
Assessment methods (indicative; course manual is definitive) Attendance / Participation / Written Exam
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Bachelor Economics and Business Economics - Economics Year 3 International Business Economics Elective(s
Bachelor Economics and Business Economics - Emerging Markets Year 3 Elective Course(s)
Bachelor Economics and Business Economics - Economics and Management of Information Year 2+3 Elective Course(s)
Bachelor Economics and Business Economics - International Business Economics Year 3 Business Elec(s) - Maj Inf Mgmt
Bachelor Economics and Business Economics - International Business Economics Year 3 Business Elec(s) - Maj Macro
Bachelor Economics and Business Economics - International Business Economics Year 3 Business Elec(s) - Maj Micro
Bachelor Economics and Business Economics - International Business Economics Year 3 Core Course(s) - Maj Marketing
Bachelor International Business - Emerging Markets Year 3 Elective Course(s)
Bachelor International Business Year 3 Business Elec(s) - Maj Accounting
Bachelor International Business Year 3 Business Elec(s) - Maj Finance
Bachelor International Business Year 3 Business Elec(s) - Maj Inf Mgmt
Bachelor International Business Year 3 Business Elec(s) - Maj Org
Bachelor International Business Year 3 Business Elec(s) - Maj SCM
Bachelor International Business Year 3 Business Elec(s) - Maj Strategy
Bachelor International Business Year 3 Core Course(s) - Maj Marketing
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