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2013/2014  KAN-BCM_BC53  Brand Governance

English Title
Brand Governance

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Course period Autumn
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Richard Jones - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 05-08-2013
Learning objectives
At the end of the course the student is expected to be able to:
  • Develop an understanding of strategic brand marketing and management, and the ability to apply appropriate branding models to business situations
  • Ability to conduct an effective brand evaluation
  • Understand the role of brands in aligning customer value creation with organisations' core capabilities
  • Ability to design and manage branding strategies and programs
  • Demonstrate an understanding of and ability to devise relevant performance management systems
  • Ability to apply concepts and tools to special branding situations such as cities, corporatiions, not-for-profit organizations and experiences
  • Discuss the choice and formulation of Key Performance Indicators
  • Ability to identify brand positioning and brand values
  • Demonstrate generic skills including problem solving, conceptual skills and vocational and professional skills
Brand Governance:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 5 students in the group
The oral exam is individual
Size of written product Max. 15 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period December/January
Aids allowed to bring to the exam Closed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Aim of the course
This course aims to inspire and educate students about the efficacy of branding by drawing on state-of-the-art theory and practice. The course will provide students with the concepts and tools necessary to manage a portfolio of brand equities, including the ability to conduct a brand evaluation, focusing on the governance of brands. Students will better understand the rationale and means for building and maintaining strong and powerful brands, which are one of the most valuable assets a company or organization can have in the current competitive environment.
The course will prepare students for exercising management control of brand strategy implementation within the organization. Building on many of the models and concepts in branding literature students are equipped with a toolbox of different tools for management control of branding strategy. Emphasis is on the challenges of coordinating and aligning priorities in the following areas in relation to brands: market orientation metrics, financial performance, organizational performance and brand-led innovation. Through the course students will develop an awareness of the relationship between branding and other organizational functions (such as HR, finance, R&D, channel management) and the necessity to develop governance structures to manage brands.

Teaching methods
The lessons are organized in 10 x 3 lessons where traditional lecturing will be combined with cases, student presentations, workshops and selected guest lectures. Students are expected to engage actively during the class sessions and in between.
Expected literature

This course uses a series of academic and practitioner articles which will be available before the start of the course. However it is recommended that you acquire the following book as background to the key concepts in the course:
Keller (2012). Strategic Brand Management: Building, measuring and managing brand equity. 4th Ed. Pearson

Last updated on 05-08-2013