Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Merkreputatiemanagement36485/3368/2425/1/50
Study guide

Merkreputatiemanagement

36485/3368/2425/1/50
Academic year 2024-25
Is found in:
  • Bachelor of Business Management, programme stage 3
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Teaching staff: Picard Frederik
Languages: Dutch
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

being enrolled for at least 60 ects credits in programme part (year) 1.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You will translate a brand's overall mission, market definition and objectives into the context of brand reputation management.
You will explain the importance of brand reputation management & CRS marketing and make it clear through application in a case. 
Using a case study, you will work with the internal and external elements that influence brand reputation management.
You will perform an internal & external analysis of a brand reputation on a concrete case.
You will apply the different steps of brand reputation building in a case.
You will critically discuss a self-constructed internal and external analysis of a brand.
You will prepare a SWOT analysis and confrontation matrix to analyze the market position of a brand.
You will discuss a positioning for a brand based on an elaborate analysis.
You apply the sustainability triangle 'People, Planet, Profit' within a concrete case.
You will draft a socially responsible brand reputation plan defending your choices in terms of content.
You defend recommendations in terms of brand reputation after thorough internal and external analysis. 

Study material (list)

Mandatory€ 29,99
  • Author: Picard, Frederik

Educational organisation (list)

Learning Activities
Collaborative learning12,00 hours
Lectures and / or tutorials12,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Eerste examenperiodeProject assignment75,00Paper
Open boek
Eerste examenperiodeProject assignment25,00Presentatie
Gesloten boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment75,00Paper
Open boek
2nd examination periodProject assignment25,00Presentatie
Gesloten boek