MySchool

Department of Business Administration
Dean:	Dr. Jón Þór Sturluson
Email:	vd@ru.is
Website:	http://www.ru.is/vd
Teachers	View

MSc in Innovation Management - 90 ECTS
Semesters:	3
Years:	1
ETCS:	90
About major	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.
Learning Outcomes	View
Degree title	MSc in Innovation Management

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	Mandatory course on major		Teaching language
	Optional course on major		Prerequisites for course

Vorönn/Spring 2024

Consumer Behavior

V-712-COBE

ECTS 3,75

Innovation Management

V-713-INNM

ECTS 7,5

Business Ethics

V-714-BETH

ECTS 3,75

Entrepreneurship and Innovation in Context

V-715-ENIC

ECTS 3,75

Business Process Management

V-716-BPMA

ECTS 7,5

Fixed Income Analysis

V-716-FINC

ECTS 3,75

Implementation of information systems

V-717-IMIS

ECTS 3,75

Entrepreneurial Finance

V-733-ENTR

ECTS 7,5

Branding and Strategic Marketing

V-741-BRAN

ECTS 7,5

Year

1. year

Semester

Spring 2024

Level of course

N/A

Type of course

Elective

Prerequisites

No prerequisites.

Schedule

No schedule found.

Lecturer

Valdimar Sigurðsson

Vishnu M. Ramachandran Girija

Content

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.

Learning outcome - Objectives

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

Course assessment

Reading material

No reading material found.

Teaching and learning activities

Language of instruction

English

Strategic HRM and Metrics

V-745-STRA

ECTS 7,5

Internship

V-748-INTE

ECTS 7,5