Central topic is retail branding. For retailers, branding is nowadays seen as the most powerful means in their need to differentiate and to maintain a strong competitive position. Retailers are facing huge competition. In order to survive, stores need to differentiate from the competition by building a strong brand identity through which they try to achieve a strong position in the consumer’s mind. Stores don’t (only) sell brands, they are becoming brands themselves. In the module students will undertake a research project. A research study can be an important tool to evaluate the company’s success in creating a strong retail brand. Depending on the outcomes the results of these studies can be used to make strategic decisions regarding brand positioning, personality and/or communication.
Commercialism, leadership, research and analysis, learning ability, communication and cooperation, result orientation, multicultural sensitivity.
In period 3 the module is in cooperation with Windesheim Zwolle, Technical University Brno Czech Republic and TAMK Tampere Finland. Students cooperate in international teams and work on a shared assignment. A trip to Finland or Czech Republic is part of the programme.
In period 1 there is no such international cooperation.
Field trips in the Netherlands and/or to a neighbouring country are included. In period 3 a trip to Finland or Czech Republic is part of the programme. Flight and accommodation are paid by the student. Costs can vary, depending on time of booking, airline company. Flying with EasyJet from Bremen to Tampere or with WizzAir from Eindhoven to Brno will be cheaper than flying from Amsterdam to Helsinki and then train or plane to Tampere. The same for accommodation. Check out yourself.
In order to fully prepare you for your Kies op Maat study at NHL Stenden, two introduction days -together with incoming exchange students from abroad- are scheduled. During these days you will get a campus tour, meet teachers and staff, learn how to use (ICT) facilities on campus and you will be introduced to the student life. Moreover, we offer an introduction to our learning system: Problem Based Learning (PBL). Understanding the PBL system is fundamental for your successful study experience at Stenden. Therefore we expect you to be present these two days.
All students who passed the foundation year and participated in the second year.
Literature Review, assignment, participation
Floor, K: Branding a Store and Tongeren, M. van: 1:1; the essence of retail branding and design.
Monday - Friday