Viðskiptadeild
Deildarforseti:Dr. Friðrik Már Baldursson
Vefpóstur:vd@ru.is
Vefsíða:http://www.ru.is/vd
KennararSkoða
MSc í markaðsfræði - 120 ECTS
Annir:4
Ár:2
Einingar:120
HæfniviðmiðSkoða
Táknmyndir
Skyldufag á brautKennslutungumál
Valfag á brautUndanfarar fyrir námskeið
Prenta
Haustönn/Fall 2019
Nánari upplýsingarCreative Approaches and Entrepreneurial MindsetsValnámskeiðV-702-CREM7,5 Einingar
Nánari upplýsingarInnovation and Entrepreneurship: A field of knowledge and practiceValnámskeiðV-703-INEN7,5 Einingar
Nánari upplýsingarFundamentals in Tourism and Hospitality ManagementValnámskeiðV-704-FTHM7,5 Einingar
Nánari upplýsingarFinancial Reporting and Accounting Standards IValnámskeiðV-705-FIR17,5 Einingar
Nánari upplýsingarAuditing, Auditing Standards and Ethics in Accounting and AuditingValnámskeiðV-706-AUD17,5 Einingar
Nánari upplýsingarStrategic ManagementSkyldaV-712-STJO7,5 Einingar
Nánari upplýsingarOrganizational PsychologyValnámskeiðV-715-ORPS7,5 Einingar
Nánari upplýsingarAdvanced Business InformaticsValnámskeiðV-725-ABIN7,5 Einingar
Nánari upplýsingarStaffing: from recruitment to terminationValnámskeiðV-730-STRT7,5 Einingar
Nánari upplýsingarLabour lawValnámskeiðV-731-LALA3,75 Einingar
Nánari upplýsingarChange management and leadershipValnámskeiðV-736-CMLE7,5 Einingar
Nánari upplýsingarInternational MarketingSkyldaV-736-INMA7,5 Einingar
Nánari upplýsingarAdvanced and digital marketingSkyldaV-738-ADDM7,5 Einingar
Nánari upplýsingarEnterprise ArchitecturesValnámskeiðV-746-ENAR7,5 Einingar
Nánari upplýsingarInternshipValnámskeiðV-748-INTE7,5 Einingar
Nánari upplýsingarInternational FinanceValnámskeiðV-767-INTF7,5 Einingar
Nánari upplýsingarCorporate TaxationValnámskeiðV-772-TAX17,5 Einingar
Nánari upplýsingarAdvanced Topics in Emerging TechnologiesValnámskeiðV-795-ATET7,5 Einingar
Nánari upplýsingarPerformance ManagementValnámskeiðV-830-PEMA3,75 Einingar
Nánari upplýsingarPortfolio ManagementValnámskeiðV-862-PORT7,5 Einingar
Nánari upplýsingarEquity AnalysisValnámskeiðV-863-EQUI7,5 Einingar
Nánari upplýsingarMeistararitgerð/hlutaskilValnámskeiðV-888-THHL7,5 Einingar
Nánari upplýsingarResearch ProposalSkyldaV-898-REPR0 Einingar
Nánari upplýsingarMeistararitgerðSkyldaV-898-THES30 Einingar
Nánari upplýsingarSkiptinámValnámskeiðX-699-EXCH30 Einingar
Vorönn/Spring 2020
Nánari upplýsingarSamþætt verkefni I ; hugmynd og hönnunValnámskeiðT-800-INT18 Einingar
Nánari upplýsingarGlobal Issues in Travel and TourismValnámskeiðV-711-GLTT7,5 Einingar
Nánari upplýsingarConsumer BehaviorValnámskeiðV-712-COBE3,75 Einingar
Nánari upplýsingarEntrepreneurship and Innovation in ContextValnámskeiðV-715-ENIC3,75 Einingar
Nánari upplýsingarGreining og stjórnun viðskiptaferlaValnámskeiðV-716-BPMA7,5 Einingar
Nánari upplýsingarFixed Income AnalysisValnámskeiðV-716-FINC3,75 Einingar
Nánari upplýsingarStjórnun og eftirlitskerfiValnámskeiðV-717-CPMA7,5 Einingar
Nánari upplýsingarImplementation of information systemsValnámskeiðV-717-IMIS3,75 Einingar
Nánari upplýsingarFjármál og frumkvöðlastarfssemiValnámskeiðV-733-ENTR7,5 Einingar
Nánari upplýsingarInternational and labour economicsValnámskeiðV-733-ILEC7,5 Einingar
Nánari upplýsingarBranding and Strategic MarketingSkyldaV-741-BRAN7,5 Einingar
Ár
1. árPrenta
ÖnnVorönn/Spring 2020
Stig námskeiðsÓskilgreint
Tegund námskeiðsValnámskeið
UndanfararEngir undanfarar.
SkipulagEkkert skráð skipulag.
Kennari
Enginn skráður kennari.
Lýsing
The aim of the course is to provide an advanced understanding of brand management and strategic marketing. In the beginning, students will advance their understanding of key concepts and methods mostly focusing on marketing strategy with emphasis on choosing the right marketing metrics for different companies and industries. This beginning part of the course will be conducted by combining short lectures with cases, with an emphasis on the latter. The course is designed to help students develop a conceptual framework and marketing dashboard when making a marketing and/or branding decision. The cases will focus on service, tourism, digital marketing and luxury brands. As the course progresses more emphasis will be put on activities to review, build, measure and manage brand equity though a large project on brand auditing and strategic marketing. Students will also be given the opportunity to study a relevant topic of their choice with some depth in a critical literature review. The supplementary readings will present essential marketing strategy and branding techniques for measuring and monitoring everything from brand equity to social media marketing. By the end of the course students should have an advanced understanding of strategic marketing and brand management and be able analyse both marketing decision making as well as brand management from a clear conceptual framework.
Námsmarkmið
Collection of facts, concepts, theories and techniques acquired by the degree holder. Knowledge can both be theoretical and applied. The student should:

 

1.     Understand the importance of key marketing metrics and branding conceptualisation

2.     Be able to place the latest knowledge in context within their field

3.    Be able to account for selected concepts, theories, methods and practice in both marketing strategy and branding (see e.g. the aim of the course and the course outline)

4.     Have knowledge of ethical problems in strategic marketing and brand management

Entail the ability to apply knowledge. Skills can indicate general skills that are not limited to a certain scientific field or profession, as well as specific skills.

 

1.     Be able to discuss the strength and weakness related to the concepts, theories, methods and practice

2.     Can understand and tackle issues in strategic marketing and branding in a professional context

3.     Can collect, analyse and evaluate scientific papers and data for strategic marketing and/or for brand auditing

4.     Are innovative in developing and applying ideas in branding

5.     Can develop branding projects or marketing strategyImproved management decision-making and the ability to provide relevant, accurate, and timely information to a marketing problem.

Entail the ability to apply knowledge and skills to work and study.

 

1.     Have developed the necessary learning skills and independence for further studies

2.     Can initiate and implement marketing strategy and/or brand management

3.     Are capable of presenting and describing marketing management issues and research findings in English

4.   Can write business texts in English.

5.     Can evaluate the suitability of the different methods and scientific issues in branding and marketing strategy

Námsmat

Lesefni
Ekkert skráð lesefni.
Kennsluaðferðir

TungumálEnska
Nánari upplýsingarStrategic HRM and MetricsValnámskeiðV-745-STRA7,5 Einingar
Nánari upplýsingarBusiness Research MethodologySkyldaV-746-REME7,5 Einingar
Nánari upplýsingarÞættir í fjármálastjórnun fyrirtækjaValnámskeiðV-763-COR27,5 Einingar
Nánari upplýsingarGerð reikningsskila og staðlar um reikningsskil IIValnámskeiðV-765-FIR27,5 Einingar
Nánari upplýsingarApplied DerivativesValnámskeiðV-766-APDE7,5 Einingar
Nánari upplýsingarSamstæðureikningsskil fyrirtækjaValnámskeiðV-767-SARE7,5 Einingar
Nánari upplýsingarRekstrargreining og viðskiptagreindValnámskeiðV-784-REK57,5 Einingar
Nánari upplýsingarFélaga- og fjármunarétturValnámskeiðV-802-BULA7,5 Einingar
Nánari upplýsingarTourism MarketingValnámskeiðV-840-TOMA7,5 Einingar
Nánari upplýsingarTraining and DevelopmentValnámskeiðV-840-TRDE3,75 Einingar
Nánari upplýsingarReikningshald, afleiður og aðrir fjármálagerningarValnámskeiðV-871-AFLE7,5 Einingar
Nánari upplýsingarMeistararitgerð/hlutaskilValnámskeiðV-888-THHL7,5 Einingar
Nánari upplýsingarResearch ProposalSkyldaV-898-REPR0 Einingar