AU kursuskatalog arkiv

IC BMS Branding and Marketing Services ( efterår 2011 - 5 ECTS )

Rammer for udbud

• Uddannelsessprog: engelsk
• Niveau:   Bachelor of Arts
• Semester/kvarter:   3 rd semester
• Timer per uge:   2 hours
• Deltagerbegrænsning:   -
• Undervisningssted: Herning
• Hovedområde: Det Samfundsvidenskabelige Fakultet
• Udbud ID: 26067

Formål

The primary aim of the course is to provide students with introductory knowledge to understand how branding and marketing can be used to add value to companies, products and services. 

Physical products can be sold merely on behalf of their design, functionality, quality, physical attributes etc. 

Services are more complicated. They are intangible, perishable, variable and produced at the same time as they are bought.  

Indhold

To achieve this aim, students have to acquire the following qualifications:

a) Knowledge about:

• Managing general marketing implementation, organization and control
• Branding trends

b) Proficiency in:

• Understanding branding and value creation.

- Understanding brand management

• o Fundamentals of brands and brand management
• o Brand equity
• o Brand positioning and values
• o Choosing brand elements to build brand equity

- Understanding branding and corporate identity management

- Understanding and marketing services

• o Consumer behavior in service
• o Customer expectations of service
• o Customer perceptions of service

- Analyzing competitors and creating competitive advantage

Faglige forudsætninger

The ICM 2 ^nd semester course "Fundamentals of Marketing' or equivalent

Underviser

-

Undervisnings- og arbejdsform

30 lessons which combine theory with practical assignments

English

Litteratur

 To be announced at the beginning of the course

Studieordning og bedømmelse

BA i international communication and multimedia

• Hj.opg. + mdt. ind., bedømt efter 7-skala med intern censur

Bacheloruddannelsen i international communication and multimedia

• Hj.opg. + mdt. ind., bedømt efter 7-skala med intern censur

EXAM

During the semester, the student will write a semester project combining the courses Branding and Marketing Services, Public Relations Writing, Intercultural Communication and Media Production III. The topic of the project will be chosen by the student and approved by AU-IBT. In the project as well as during the oral examination, the student should demonstrate his/her knowledge about and proficiency in Branding and Marketing Services

A randomly selected number of students may attend an oral examination based on the report and the syllabus.

 The report and the oral examination are assessed by the teacher and an internal censor.

Students receive one mark according to the Danish 7-point scale.

RE-EXAM

Students failing to obtain the mark 02 at the ordinary exam will have to sit for a 20-minute re-examination. The time and date of the re-exam will be determined by AU-IBT. 

One day before the oral re-examination the student draws a subject with related questions in Branding and Marketing Services. The student prepares an oral presentation based on the principles of Rhetorical Communication and the usage of OHP, PowerPoint etc. The student's presentation is followed by a discussion about the subject and the related questions from the syllabus as well as the student's choice of limitation and focus.

Elements from the curriculum will be included.

The examination lasts for 20 minutes including the teacher's and the internal censor's evaluation of the student's performance.

The student will receive one mark according to the Danish 7-point scale