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The aim of the course is that the students acquire in-depth knowledge about the main theories relevant for corporate and product branding, including the role of communications, as well as the most recent research within the field covering the development of branding as a tool to engage consumers in a dialogue. At the end of the course the students will be able to apply the knowledge acquired in analysing trends in branding and in developing communication plans in a real-life context to create a platform for an ideal branding strategy engaging relevant target audiences across different media.
Course background:
The course builds on the knowledge acquired during the first five semesters in all previous courses in communication, culture and marketing of the ICM study programme.
THE CENTRAL ISSUES OF THE COURSE:
The subject area comprises the main theories and tools of branding as well as current trends within branding and will comprise such elements as:
All previous ICM Communication/language and culture courses or their equivalents
Anne Gammelgaard Jensen and Inger Skovgaard Møller
Teaching will take the form of lectures, tutorials, case studies, guest lectures, student presentations and discussions. Students will be required to take an active part during the course in planning and making a presentation of a self-studied area included in the course curriculum.
Book list will be available in the beginning of the course
