School of Economics and Management
BUSN33, Business Administration: The Value of Brands in a
Consumption Society, 7.5 credits
Företagsekonomi: Värdet av varumärken i dagens
konsumtionssamhälle, 7,5 högskolepoäng
Second Cycle / Avancerad nivå
Details of approval
The syllabus was approved by The Board of the Department of Business
Administration on 2019-04-15 to be valid from 2019-04-15, autumn semester 2019.
General Information
BUSN33: The Value of Brands in a Consumption Society is a course within Business
Administration and Marketing at the advanced level.
Language of instruction: English
Main field of studies Depth of study relative to the degree
requirements
Business Administration A1N, Second cycle, has only first-cycle
course/s as entry requirements
Learning outcomes
A passing grade on the course will be awarded to students who:
Knowledge and understanding
• Can demonstrate a comprehensive understanding and advanced knowledge of
how brands can be valuable to different actors in contemporary consumption
society.
• Can demonstrate an advanced knowledge of different perspectives on brands
and branding.
• Can show a nuanced understanding of the possible outcomes/consequences of
branding and the use or consumption of brands.
This is a translation of the course
syllabus approved in Swedish
2/ 4
Competence and skills
• Demonstrate a high capacity to perform theoretically informed multi-perspective
• analyses of the value of brands, and the outcomes of brands and branding in a
consumption society.
• Are able to supply sensible yet well-founded theoretical explanations for why and
how brands are valuable to different actors in consumption society.
Judgement and approach
• Demonstrate a great ability to reflexively, critically and independently
discuss, compare, evaluate and master different, but inter-related theoretical
perspectives on the value of brands and branding in contemporary consumption
society.
Course content
Brands are today ascribed with great value. However they are valuable for different
reasons and for different actors. For companies brands are considered as the most
valuable asset, enabling them to compete successfully on global markets. For
consumers brands simplify choice, they offer them identity value, social value, and the
value of long-term relationships.
This course offers a multifaceted understanding of the value of brands and branding.
The aim of the course is to provide the students with advanced knowledge of the
value of brands, by treating brands and branding from various perspectives; including
a brand management, a consumer, and a critical perspective.
The course enables students to analyze and understand brand phenomenon/branding
practices from multiple angles. It thereby encourages a reflective and nuanced
approach.
Course design
The course comprise of a combination of lectures and seminars/workshops that deals
with different sub-themes under the three prespectives on brands and branding.
Assessment
Grading is based on both individual and group work. The final course grade is
calculated by adding the scores of the respective assignments for each student. In
order for students to obtain a final course grade s/he needs to reach the score
equivalent to E on both assignments.
The examiner, in consultation with Disability Support Services, may deviate from the
regular form of examination in order to provide a permanently disabled student with
a form of examination equivalent to that of a student without a disability.
Subcourses that are part of this course can be found in an appendix at the end of this
document.
This is a translation of the course
syllabus approved in Swedish
3/ 4
Grades
Marking scale: Fail, E, D, C, B, A.
Grade (Definition) Points or % out of maximum points. Characteristic.
A (Excellent) 85-100. A distinguished result that is excellent with regard to theoretical
depth, practical relevance, analytical ability and independent thought.
B (Very good) 75-84. A very good result with regard to theoretical depth, practical
relevance, analytical ability and independent thought.
C (Good) 65-74. The result is of a good standard with regard to theoretical depth,
practical relevance, analytical ability and independent thought and lives up to
expectations.
D (Satisfactory) 55-64. The result is of a satisfactory standard with regard to
theoretical depth, practical relevance, analytical ability and independent thought.
E (Sufficient) 50-54. The result satisfies the minimum requirements with regard to
theoretical depth, practical relevance, analytical ability and independent thought, but
not more.
F (U) (Fail) 0-49. The result does not meet the minimum requirements with regard to
theoretical depth, practical relevance, analytical ability and independent thought.
Some occasional examination elements of the course may have the grading scale pass
(D) / fail U(F).
Plagiarism is considered to be a very serious academic offence. The University will take
disciplinary actions against any kind of attempted malpractice in examinations and
assessments. The penalty that may be imposed for this, and other improper practices
in examinations or assessments, includes suspension from the University for a specific
period of time.
Entry requirements
Students admitted to a Master Programme where this course is either a compulsory or
elective part, are qualified for the course. For other students, at least 60 UCP or ECTS-
cr in Business Administration is required. These must include a course in basic Business
Administration (e.g. FEKA90 Business Administration: Introductory course in Business
Administration).
This is a translation of the course
syllabus approved in Swedish
4/ 4
Subcourses in BUSN33, Business Administration: The Value of Brands in a
Consumption Society
Applies from H20
2001 Individual examination, 3,0 hp
Grading scale: Fail, Pass
2002 Group examination, 4,5 hp
Grading scale: Fail, E, D, C, B, A
Applies from H19
1901 Individual examination, 3,0 hp
Grading scale: Fail, E, D, C, B, A
1902 Group examination, 4,5 hp
Grading scale: Fail, E, D, C, B, A
This is a translation of the course
syllabus approved in Swedish
