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Brand Lab, TEK210

Status: Avslutad
Öppen för svar: 2009-04-06 - 2009-04-17
Antal svar: 15
Procent av deltagarna som svarat: 37%
Kontaktperson: Anneli Hildenborg»
Klass: Övriga

Goals and goal fulfilment

The course syllabus states the course goals in terms of learning outcomes, i.e., knowledge, skills and attitudes to be acquired by the student during the course.

1. How understandable and reasonable are the course goals?

15 svarande

I have not seen/read the goals»6 40%
The goals are difficult to understand»0 0%
The goals give some guidance, but could be clearer»7 46%
The goals clearly describe what I am supposed to learn»2 13%

Genomsnitt: 2.33

- It was still clear what we were supposed to know after the course was done.» (I have not seen/read the goals)

2. To what extent has the teaching been of help for your learning?

15 svarande

Small extent»0 0%
Some extent»9 60%
Large extent»5 33%
Great extent»1 6%

Genomsnitt: 2.46

- The assignments was the major cource for learning.» (Some extent)
- The teaching during the branding lab is somewhat limited, and sometimes after the assignments deadlines, therefore not very helpful.» (Large extent)

Study climate

3. How were the opportunities for asking questions and getting help?

15 svarande

Very poor»0 0%
Rather poor»0 0%
Rather good»12 80%
Very good»3 20%
I did not seek help»0 0%

Genomsnitt: 3.2

- The answers we got from the consultations were not always very concrete. Perhaps they dod not want to give us too much help?» (Rather good)
- In general, the brand lab was better organized than the patent lab. The consultants however seem to give some conflicting advice.» (Rather good)

4. How well has cooperation between you and your fellow students worked?

15 svarande

Very poorly»0 0%
Rather poorly»0 0%
Rather well»10 66%
Very well»5 33%
I did not seek cooperation»0 0%

Genomsnitt: 3.33

- Since this is case based working it is important that everyone feels responsible for the work, which hasn"t been the case» (Rather well)
- The group cooperation went well, the collaboration between the groups was weaker though.» (Rather well)
- Group work is what makes ICM a unique program.» (Very well)

5. How was the course workload?

15 svarande

Too low»0 0%
Low»0 0%
Adequate»9 60%
High»5 33%
Too high»1 6%

Genomsnitt: 3.46

- Depends on what you compare it to... It was easier than the patent lab. The group assignment were more hectic than the individual ones.» (High)
- It"s too much if you need to work late evenings to finish the assignments. If it would only be once it would be ok but more often is not really nice.» (Too high)

Summarizing questions

6. What is your general impression of the course?

15 svarande

Poor»0 0%
Fair»1 6%
Adequate»4 26%
Good»6 40%
Excellent»4 26%

Genomsnitt: 3.86

- The course tasks seem to be however overlapping which seems to be a waste when considering the time invested.» (Adequate)
- Law background.» (Adequate)
- Should have been a little more in-depth litterture-wise. It was a bit too pragmatic. » (Good)

Part I A: General Questions

Please give us a comment

7. What is your primary educational background?

- Business»
- Law»
- business»
- Engineering.»
- Law»
- Chalmers»
- Software Engineering»
- Law»
- IT»
- Legal»
- Law»
- law»
- Business Administration»

8. What would you recommend us to do differently next year, do you have suggestions for improvements?

- More strategic marketing»
- Smaller class, more teachers, closer connection between teacher and class.»
- Allocate one more week for the brand lab, take it from the patents lab.»
- Really go through what the guest lecturers will talk about so that they talk about something relevant. »
- Skip the individual assignments that are administrative. Everyone can fill out a paper, focus on strategy!»
- More lectures and more clear cut goals»
- Do not start with an examination the first day and if you do, make it a pass/fail one. Please try to hand out proper schedules and communicate planned activities in better time. If having a friday individual deliverable (franchise ass.), either have the mid-week workshop mandatory with a list or do it before handing out the assignment - as a participant it felt quite unfair that half the class did not participate and thus got much more time to prepare their assignments. It felt bad towards our lecturer Toni-Matti as well, who apparently had invested a lot of time to talk in front of a decreasing number of people.»
- No actually i liked the brand lab very much as it was!»
- We had a patent lecture with Mats Pårup in during Brand Lab which was confusing and out of place. »
- only sim 4 had a good introductory lecture which meant that the work with the assignment was so much easier, then you didn"t have to guess what the assignment was!»
- In general for the course try to introduce more guest lectures with persons with interesting life experience that we can learn from e.g. the lecturer from DADDY»
- Define better the goals with this lab and hand out the reading list earlier. Give more specific individual feedback.»

9. Please provide an overall rating for the course, and any comments or suggestions you have to improve the course for next year.

- 6/10 A lot of the study method in the labs becomes a matter of google and paste (also known as the icm method) and that in combination with a very long time to poor feedback isn´,t very giving for a student. Could be inproved.»
- Overall very good, but I would like to hear an industry professional guide is through the branding process works in a large IP-department.»
- It was an ok course as we got to use a more creative side.»
- I have to say that I liked it very much. But I guess alot has to do with my attitude. Many assignments at ICM are very loosely defined and therefore it is always hard to find a path to stick with. Lectures are few and you never know if you are doing the right thing. At the same time this really forces us to think and work hard which is good but the question is if we are really doing a good job or just struggeling. I would like som REAL feedback about how these assignments should be done. A wrap up lecture of how they (the teachers) thought we should do it would be great! »
- Very fun course with assignments giving a chance to be creative. Felt a bit unfocused at places, especially in the planning/administration/communication.»
- 9 (1-10 scale)»
- Brandlab is the best thing that happend so far at the ICM program. Im very satisfied!»
- The external lecturers were great! Getting familiar with the creative side of branding was exciting and very appreciated by me. I suggest you make sure that these elements are not removed and perhaps even increase them instead. I really enjoyed the workshop with Toni-Matti and the Lecture with Gustav from Daddy which was truly inspiring.»
- The workload is generally lower than the IVC and Patent Lab. That is good, but try to match the groups so that groups fit and people you know are away alot doesn"t come in the same groups.»
- The course was good. Sometimes the lecturers, external mostly, are not announced from time about the lecture topic and the fact that it is going to be in English.»
- Grade:8. Most of the course were based on the fall and the individual assignments did not gave much imput to the lab, most of them were fowarding information to Ofelia. This is one poit to be improved.»

Part I B: General Questions

1.2 Please give us feedback by grading your answer

10. What did you think about the feedback and support given?

14 svarande

Not at all»3 21%
Slightely»5 35%
Good»5 35%
Very good»1 7%
Highly»0 0%

Genomsnitt: 2.28

- Haven"t got any yet - but in general I feel robbed of the lack of feedback that the program so heavily stress when promoting itself. I would not continue to promote this so heavily, could be a case of "falsk marknadsföring".» (?)
- Came to late usually, almost forgot the assignment.» (Not at all)
- I have only been given one grade from this course yet! And the presentations are a bit feedback but it would be good for the teachers to step out of the role as "management team" after the presentation and then give some feedback as teachers. » (Not at all)
- It should not take so long time. There is lesser use of the feedback if we cannot apply it on asignments after.» (Slightely)
- No feedback has been given!» (Slightely)
- Most of the feedback were given too late.(during the following lab). To be productive the feedback should be given, if possible, no later than a week after the assignment.» (Slightely)
- Some of the general feedback was good and useful, but as of yet we are still waiting for a lot of the feedback so do not know. » (Good)
- In general the feedback was good, to general at times though.» (Good)

11. How well did you feel that the course was administered and planned?

15 svarande

Not at all»1 6%
Slightely»3 20%
Good»9 60%
Very good»2 13%
Highly»0 0%

Genomsnitt: 2.8

- Really confusing too often. Constant schedule changes and late communication. » (Not at all)
- good planning but the schedule was updated every day, which is not so good..» (Slightely)
- This was good, nothing more, nothing less.» (Good)
- Except that we get the schedule a day before. It is very hard to plan ones life then.» (Good)
- Much better than the patent lab.» (Good)
- It was good having a schedule before we started and knowing where to go for lectures. » (Very good)

12. How would you rate your overall learning experience from the course?

15 svarande

Not at all»0 0%
Slightely»1 6%
Good»5 33%
Very good»8 53%
Highly»1 6%

Genomsnitt: 3.6

- Got to know Google and Wikipedia better?» (Slightely)
- I feel that I have learned the importance and process of building a strong brand.» (Very good)
- Branding is an interesting topic!» (Very good)
- At the end of the day and in summary, I believe that I did learn a lot from the branding lab. This especially goes for week two and three. » (Very good)

Part II: Lectures, Exercises and Assignments etc.

How informative and useful did you find the following activities

13. Managing a Trade mark application by Karin Bergetun (Albihns)

13 svarande

Not at all»2 15%
Slightely»3 23%
Good»5 38%
Very good»3 23%
Highly»0 0%

Genomsnitt: 2.69

- Don"t remember» (?)
- The lecture did not manage to raise interest as it was mostly a repetition of the theory that we already know.» (Slightely)
- a lot of repetition but still useful» (Good)
- Good to see arguments that you can use in the event of a rejection from PRV.» (Very good)

14. Using the SAEGIS search tool by THOMSON REUTERS by Ester Simons THOMSON REUTERS

15 svarande

Not at all»3 20%
Slightely»3 20%
Good»5 33%
Very good»2 13%
Highly»2 13%

Genomsnitt: 2.8

- Useless. Just give us the pamphlet next time.» (Not at all)
- It would be better to learn to use the tool by ourselves.» (Not at all)
- useful but not very exciting» (Slightely)
- The lecture started in Swedish, which was very bad for the foreign students, however the other part of the course was good.» (Slightely)
- This was good for the assignment but it took to long just to use the tool for one day!» (Good)

15. Perspectives on branding by Jonas Lindgren (CIP PS)

14 svarande

Not at all»0 0%
Slightely»1 7%
Good»4 28%
Very good»9 64%
Highly»0 0%

Genomsnitt: 3.57

- At first the lecture was canceled but when it was held i thought it was quite good.» (Slightely)
- A very good introduction. Put sometimes Jonas drifts away and talks too much.» (Very good)
- he has so very good things to say but he talkes in a monotome was so it is boring to listen to.» (Very good)

16. Describing functions and utilities by Jens Bördin ( CIP PS)

15 svarande

Not at all»0 0%
Slightely»0 0%
Good»2 13%
Very good»10 66%
Highly»3 20%

Genomsnitt: 4.06

- Interesting and jens is so engaged that it is fun and of great value to listen to. » (Very good)
- Very good to see the examples.» (Highly)

17. Perspectives on Branding by Ulf Petrusson (CIP)

13 svarande

Not at all»0 0%
Slightely»1 7%
Good»2 15%
Very good»6 46%
Highly»4 30%

Genomsnitt: 4

18. Brand Business Models by Lars Andersson MORE (Chalmers)

14 svarande

Not at all»1 7%
Slightely»0 0%
Good»6 42%
Very good»6 42%
Highly»1 7%

Genomsnitt: 3.42

- This was very good. I would have liked to work more with this in a lab setting, put I understand that this does not fit Prosound.» (Very good)
- Very reality based!» (Very good)
- It was one of the best lectures of the brand lab, comprehensive, short and to the point with practical applications.» (Very good)

19. Franchise agreement by Mango Kask (MAQS)

15 svarande

Not at all»0 0%
Slightely»1 6%
Good»9 60%
Very good»4 26%
Highly»1 6%

Genomsnitt: 3.33

- It was a good, but repetion for the lawyers which have already read about franshising» (Good)
- Good to give a practical view over the issues raising when completing a franchise agreement but somewhat limited in helping us with the week"s assignment.» (Good)

20. No Logo Seminar by Lars Andersson MORE (Chalmers)

15 svarande

Not at all»0 0%
Slightely»3 20%
Good»5 33%
Very good»5 33%
Highly»2 13%

Genomsnitt: 3.4

- I really liked the twist arguing for the other part!» (Good)
- Good to have tried argue for both sides. A pity that the book is getting old.» (Very good)
- One of the most interesting seminars in the education, I suggest you keep the format for next year.» (Highly)

21. Branding Concepts by Toni Matti Karjalainen (University of art and design, Helsinki)

15 svarande

Not at all»2 13%
Slightely»6 40%
Good»4 26%
Very good»2 13%
Highly»1 6%

Genomsnitt: 2.6

- Do not put this guy paralell to hand ins, he is very good but when we have hand ins we dont care about his things...» (Not at all)
- He has a different way of seeing this and that perspective is good, but it was to long!!!» (Slightely)
- The first day was repeating the design seminars had with him during design lab. The second day, the workshop way, was quite fun and educative through. I do not see the point to have still to days dedicated to the subject even more since some subjects are repeating.» (Slightely)
- With no imput for people woth law backgorund.» (Slightely)
- A bit too similar from his lecture during the fall.» (Good)

22. Guest Lecture by Jens Östgaard (Sällström & Östgaard)

15 svarande

Not at all»0 0%
Slightely»1 6%
Good»4 26%
Very good»4 26%
Highly»6 40%

Genomsnitt: 4

- Not very educative, but entertaining.» (Slightely)
- Creative, but I would have wanted him to talk some more about the way of thinking!» (Very good)

23. Guest Lecture by Gustav Martner (DADDY)

15 svarande

Not at all»1 6%
Slightely»0 0%
Good»1 6%
Very good»3 20%
Highly»10 66%

Genomsnitt: 4.4

- Could unfortunately not attend.» (Not at all)
- This was very good and gave a lot of inspiriation for future marketing.» (Highly)
- He was so engaged that everything was so interesting and gave a good perspective!» (Highly)
- The lecture, besides being educative, gives an insight in the life of a very interesting person showing pactly his success story. I think it becomes very important to have persons like this in the education as there is much to learn and borrow form them.» (Highly)

24. Workshop: Market law and combined IPR:s by Agnes Andersson and Fredrik Roos (Setterwalls)

15 svarande

Not at all»3 20%
Slightely»3 20%
Good»6 40%
Very good»3 20%
Highly»0 0%

Genomsnitt: 2.6

- Could unfortunately not attend.» (Not at all)
- This workshop was a bit too basic and would have been better previous semester. However it was nice of them to prepare the workshop and invite us to their office.» (Slightely)
- Good to learn about market law as an alterate protection.» (Good)
- The information was not so good, it gave a new perspective on marketing law for the engineers and economists, but getting to know that environment is always good» (Good)
- It was good in terms of opening our eyes to the marketing law -issue which was amazingly forgotten during the education. The examples where somehow limited through.» (Good)
- Good to visualize the fall learning in practice.» (Good)

25. Guest lecture by Mats Pårup

15 svarande

Not at all»2 13%
Slightely»3 20%
Good»6 40%
Very good»3 20%
Highly»1 6%

Genomsnitt: 2.86

- i don"t remeber this lecture!» (Not at all)
- The lecture was definitely not supposed to fit under Brand Lab. In addition, my feeling was that Mats Pårup did not have adequate information about the ICM programme and what we actually are supposed to learn/do. » (Not at all)
- Why was this lecture in this course? It was interesting, but had no connection.» (Slightely)
- This lecture was about patent and the IP department from a strict patent view. This lecture would be better to have during Patent Lab!» (Slightely)
- I like his engagement and his reality based lecture, but it didn"t have anything to do with branding!» (Good)
- Did not manage to raise my interest - except again when life issues where discussed.» (Good)

Part III: Simulations

From a learning perspective, please grade the below mentioned simulations

26. Simulation 1: Organizational Tools

14 svarande

Not at all»2 14%
Slightely»0 0%
Good»9 64%
Very good»3 21%
Highly»0 0%

Genomsnitt: 2.92

- Even though there might be a pedagogical point in having a simulation right away, it did not provide for a good learning experience. The assignment as such was quite interesting and fun though. » (Good)

27. Simulation 2: Governing a trademark application

13 svarande

Not at all»2 15%
Slightely»4 30%
Good»5 38%
Very good»2 15%
Highly»0 0%

Genomsnitt: 2.53

- This was fun and a good experience» (?)
- A bit unclear.» (Slightely)

28. Simulation 3: Evaluating and selecting a trademark

13 svarande

Not at all»1 7%
Slightely»1 7%
Good»6 46%
Very good»5 38%
Highly»0 0%

Genomsnitt: 3.15

- the purpose of the assignment is ok, but the tool do do it was bad.» (Not at all)
- This was very good, but I feel that we would should have some more time.» (Good)
- The presence of the lecturers from Thomson was more than welcomed, i suggest the same thing to be done in the first simulation of the patent lab - since that was one of the most stressful moments in which the students had to deal with such a tool and the complexity of such an assignment.» (Very good)

29. Simulation 4: Descriptive term

14 svarande

Not at all»0 0%
Slightely»2 14%
Good»3 21%
Very good»5 35%
Highly»4 28%

Genomsnitt: 3.78

- Good assignment to visualize the work of a marketing team. The explanation of the assignment could have been better.» (Good)
- Good, but I would have like to have a clearer view of how the slide deck and the presentation should complement each other. » (Very good)
- Highly complex, it represented a challenge for the group to understand the assignment. The advice of the consultants was conflicting in interpreting the assignment.» (Very good)
- From an "ICM skills"-perspective, it really felt like an assignment where a deconstruction/reconstruction process occured. Overall a challenging assignment but quite clear and very stimulating learning wise.» (Highly)

30. Simulation 5: No Logo

15 svarande

Not at all»0 0%
Slightely»2 13%
Good»3 20%
Very good»9 60%
Highly»1 6%

Genomsnitt: 3.6

- See above» (Very good)
- Liked it. » (Very good)
- See comments above for the seminar.» (Highly)

31. Simulation 6a : Contract Checklist

13 svarande

Not at all»1 7%
Slightely»1 7%
Good»4 30%
Very good»6 46%
Highly»1 7%

Genomsnitt: 3.38

- We still do not have the feedback from this assignment. Good assigment on a law perspective.» (Good)
- I was sick so this was tough. But good to thing about what is needed. » (Very good)

32. Simulation 6b: Franchise leaflet

14 svarande

Not at all»0 0%
Slightely»1 7%
Good»6 42%
Very good»5 35%
Highly»2 14%

Genomsnitt: 3.57

- This is a very good exercise that I think I will have use for in the future.» (Highly)

33. Simulation 7: Branding strategy

14 svarande

Not at all»0 0%
Slightely»0 0%
Good»2 14%
Very good»9 64%
Highly»3 21%

Genomsnitt: 4.07

- Good, but a bit fuzzy. I think it is hard to have such high demands when there is so much to do and no time to make everything.» (Very good)

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