Positioning and Branding

Faculteit Economie en Bedrijfskunde
Jaar 2020/21
Vakcode EBE040A05
Vaknaam Positioning and Branding
Niveau(s) post-initieel
Voertaal Nederlands
Periode semester I a
ECTS 5
Rooster rooster

Uitgebreide vaknaam Positioning and Branding
Leerdoelen Upon completion of this course the student is able to:
1. Understand the concept of brand equity and the brand positioning process and develop a brands positioning based on the brands identity, consumer trends and a competitor benchmark.
2. Understand the relation between the brands positioning and the marketing-mix in building a consistent brand image.
3. Explain how to monitor the brands positioning. Conduct a brand audit and articulate strategic and tactic recommendations to (re)direct the brands positioning.
4. Understand and explain the importance of and utilize (digital) media in building and managing brands.
5. Work and cooperate in a team and present (in writing and/or orally) relevant information in a logical, convincing and clear way.
Omschrijving For many companies the brand is considered as most valuable asset of a firm. A Coca-Cola executive once stated: “The reason Coca-Cola is so valuable is because of the ideas, perceptions, and expectations about the brand that consumers all over the world carry around in their heads. If the company were to lose all its production-related assets in a disaster, it would still survive because of the brand; but if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”

In this course, particular emphasis is placed on understanding psychological principles at the customer level that will improve managerial decision-making regarding brands. Topics that will be addressed are the positioning process, how brand associations are formed in the mind of the consumer and how brand associations can be monitored and how brands are built in a world that combines offline with online communication.
Uren per week 3
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -practicum,  -werkcollege
Toetsvorm -groepsopdracht,  -groepspresentatie,  -individuele opdracht,  -tussentijds tentamen (open en mc vragen),  -verplichte aanwezigheid
Vaksoort executive master
Coördinator prof. dr. ir. K. van Ittersum
Docent(en) prof. dr. L.M. Sloot ,prof. dr. ir. K. van Ittersum
Verplichte literatuur
Titel Auteur ISBN Prijs
Several academic articles tba
Strategic Brand Management Kevin Lane Keller 9780132336222 ca. €  66,00
Entreevoorwaarden Finished bachelor program, at least four years of professional work experience and a senior management job in the food and/or retail industry.
Opmerkingen This course will be available as of academic year 2019/20. For more information, please check out the website: www.rug.nl/ugbs-emba or contact the coordinator
k.van.ittersum@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
Executive MBA 2 semester I a verplicht