As future managers, you require a good understanding of the dynamics of modern retail. This understanding is greatly enhanced by the study of topics related to branding or other service industries. Branding means that retailers are aiming at achieving a unique position in the consumers’ mind.

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  • Semester: fall & spring
  • Location: Leeuwarden
  • Amount of ECTS: 15
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The brand should add differentiating value to the merchandise. As future managers, you need to be able to form judgment whether your policies in creating a strong brand are successful. Furthermore, it is important that the participant develops problem solving skills, based on analytical reasoning. In the module Branding this goal is achieved by means of undertaking a research project.

This project should provide a learning research experience to the participant and broaden his/her knowledge of strategic issues in retailing and service industries.

Relevance for the profession

The module Branding will give students the opportunity to study topics related to central theme of the module: How do organizations manage to create a unique and differentiating brand identity? Organizations are undergoing huge competition. For organizations, branding is seen as one of the most powerful means in their need to differentiate and to maintain a strong competitive position. They do this by building strong brand identity, through which they try to achieve a strong position in the consumer’s mind. Organizations are becoming brands themselves.

The importance of creating a strong brand identity for organizations is illustrated by Floor (2006): Retail companies that want to survive among other retailers will have to make sure that their store is more than just a collection of products. They have to stand out from the competition and have to become a brand themselves. Branding a store is becoming crucial

Subjects: Consumer Behaviour, Branding, Strategic Management, Instore Marketing

  • Location: Leeuwarden
  • Semester: Fall and Spring
  • Credits: 15 ECTS
  • Entry requirements:  Completed first year of study
  • Methods: Business Meetings, Workshops, Projects
  • Examination: Project report, Literature Review, Prototypes