MySchool

Viðskiptadeild
Deildarforseti:	Dr. Jón Þór Sturluson
Vefpóstur:	vd@ru.is
Vefsíða:	http://www.ru.is/vd
Kennarar	Skoða

MSc í stjórnun nýsköpunar - 90 ECTS
Annir:	3
Ár:	1
Einingar:	90
Um námsleiðina	Meistaranám í stjórnun nýsköpunar leggur áherslu á nýsköpun og frumkvöðlastarfssemi. Nemendur öðlast hæfni til að að stýra nýsköpunarstarfimismunandi skipulagsheilda við þróun á nýjum ferlum, vörum og þjónustu, ásamt því að nemendur geti leitt frumkvöðlastarf á breiðum grunni, þar á meðal til að stofna ný fyrirtæki. Námið eflir þekkingu og næmni nemenda fyrir nýjum tækifærum, þjálfar skapandi og lausnamiðaða nálgun og miðar að því að nemendur geti gert slíkar lausnir að veruleika.
Hæfniviðmið	Skoða
Fagréttindi	MSc í stjórnun nýsköpunar

Táknmyndir
	Skyldufag á braut		Kennslutungumál
	Valfag á braut		Undanfarar fyrir námskeið

Vorönn/Spring 2024

Consumer Behavior

V-712-COBE

3,75 Einingar

Innovation Management

V-713-INNM

7,5 Einingar

Business Ethics

V-714-BETH

3,75 Einingar

Entrepreneurship and Innovation in Context

V-715-ENIC

3,75 Einingar

Business Process Management

V-716-BPMA

7,5 Einingar

Fixed Income Analysis

V-716-FINC

3,75 Einingar

Implementation of information systems

V-717-IMIS

3,75 Einingar

Entrepreneurial Finance

V-733-ENTR

7,5 Einingar

Branding and Strategic Marketing

V-741-BRAN

7,5 Einingar

Ár

1. ár

Önn

Vorönn/Spring 2024

Stig námskeiðs

Óskilgreint

Tegund námskeiðs

Valnámskeið

Undanfarar

Engir undanfarar.

Skipulag

Ekkert skráð skipulag.

Kennari

Valdimar Sigurðsson

Vishnu M. Ramachandran Girija

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

Tungumál

Enska

Strategic HRM and Metrics

V-745-STRA

7,5 Einingar

Internship

V-748-INTE

7,5 Einingar