BRANDING AND COMMUNICATION - 1

Branding and Communication is a core course within the MSc Marketing Management programme and plays a critical role in bridging foundational marketing concepts with advanced, practice-oriented approaches to value creation, pricing, and customer communication.

Whereas earlier courses in the programme focus on foundational theories and market analysis, Branding and Communication builds on this base by equipping students with strategic and analytical tools to design, quantify, and communicate value propositions that support revenue generation and profitable growth.

This course stands at the intersection of marketing strategy, pricing, and communication, with a dual emphasis on:

The strategic development of brands as assets that drive customer preference and willingness to pay, and
The quantification and communication of value, particularly in complex B2B environments where pricing and ROI justification are paramount.

In line with the programme's learning goals, this course develops students’ ability to:
Take a customer-centric perspective on value
Translate technical features and service attributes into compelling value stories
Work across marketing, sales, and pricing functions to support go-to-market execution
Through applied projects, case studies, and interactive lectures, students gain the ability to translate theory into action, preparing them for careers in brand management, strategic marketing, pricing, sales enablement, and customer success in both B2C and B2B organisations.

By the end of this course, students will be able to:

Understand the strategic role of branding and communication in building, sustaining, and monetising customer relationships across B2C and B2B contexts.
Analyse the interplay between brand equity and value creation, understanding how brands contribute to customers’ willingness to pay and long-term profitability.
Master frameworks for value-based communication, including the ability to articulate and quantify customer value propositions tailored to diverse segments.
Develop skills in quantifying and communicating economic value, particularly in B2B markets, leveraging tools such as Economic Value Estimation and Total Cost of Ownership (TCO) analyses.
Critically assess pricing strategies and their communication, understanding how brand positioning and value narratives influence price sensitivity and price realisation.
Design integrated communication strategies that effectively convey value, using both traditional and digital media, with an appreciation for the complexity of multi-stakeholder environments in B2B.
Apply value communication tools to real-world cases, including both tangible product offerings and intangible services, across sectors and geographies.
Translate academic research and theory into practice, engaging with recent scholarly literature and practitioner frameworks to support evidence-based decisions.

Basic marketing management knowledge.

Strategic Role of Branding in Value Creation
Exploring how strong brands drive customer preference, reduce price sensitivity, and enable premium pricing in B2C and B2B markets.

Designing and Quantifying Customer Value Propositions
Frameworks and tools for value quantification (e.g., Economic Value Estimation, ROI models), and how they support pricing and communication strategies.

Communicating Value Effectively Across Touchpoints
Techniques for turning quantified value into compelling messaging tailored to different stakeholders in B2B and B2C environments.

Brand Positioning, Price Realisation, and Value Narratives
How positioning and storytelling support monetisation strategies, influence perceived value, and affect willingness to pay.

Value Communication in Complex and Digital Ecosystems
The challenges of communicating value in omnichannel, service-based, and digital-first environments, especially in B2B.

Coursepack (articoles, case studies) + slides

Written exam, multiple choice questions.

Learning will be assessed through a written exam at the end of the course. Students will receive an excellent grade if they demonstrate a deep understanding of value-based branding and communication, can apply frameworks to quantify and communicate customer value effectively, and provide clear, structured arguments supported by both theoretical insight and practical application, both in B2B and also B2C.

written

Exam
The exam consists of a single written test. The test is graded on a 30-point scale, corresponding to the standard grading system in thirtieths. A minimum score of 18/30 is required to pass the exam.

Structure of the Written Test
The exam consists of 20 multiple-choice questions, to be completed in 30 minutes:

Each correct answer is worth +1.5 points, each incorrect answer has a -0.4 point penalty.

The questions are designed to assess:
Knowledge of the concepts and models presented during the course
The ability to apply these concepts to real-world cases and examples
Critical understanding of the course content

Bonus Points for Group Work (Case Study)
Students who participate in the group project (case study) may earn up to +3 bonus points on the final grade, based on the quality of the case study presentation.

Final rrade criteria (applicable to all students)

Grade range 18–22
Sufficient knowledge and applied understanding of the course content
Limited ability to apply knowledge and make independent judgments
Sufficient communication skills, particularly in the use of marketing-specific terminology

Grade range 23–26
Fair knowledge and applied understanding
Fair ability to make independent judgments
Fair communication skills and use of relevant technical language

Grade range 27–30
Good or excellent knowledge and applied understanding
Good or excellent ability to make independent judgments
Fully appropriate communication skills, with accurate use of key marketing terms

Honors (cum laude)
Excellent knowledge and applied understanding of marketing, branding and pricing.

Traditional lessons, case studies (group works), guest speakers. If time allows, an online simulation.

This subject deals with topics related to the macro-area "Climate change and energy" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development