2013/2014 KAN-CM_SU6G Global Brand Management (Intensive)
English Title | |
Global Brand Management (Intensive) |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Elective |
Level | Full Degree Master |
Duration | Summer |
Course period | Summer
6 week course (3 weeks of classes, 3 weeks of exam). Please check www.cbs.dk/summer for the course schedule. |
Time Table | Please see course schedule at e-Campus |
Study board |
Study Board for MSc in Economics and Business
Administration
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 08-04-2014 |
Learning objectives | |||||||||||||||||||||
At the end of this course students
should be able to demonstrate a sound understanding of the
following:
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Course prerequisites | |||||||||||||||||||||
•Graduate students
•For fully benefiting from this course, students should have the following pre-knowledge: Introduction to International Business or Marketing, good communication skills in English. |
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Prerequisites for registering for the exam | |||||||||||||||||||||
Requirements about active
class participation (assessed approved/not approved)
Mandatory Mid-term Assignments: Oral presentation in class in group. |
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Examination | |||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||
This course is an advanced
course in marketing with a special
focus on brand Management. It is organized around
the product and brand management decisions that must be made to
build, measure, and manage brand equity. The focal objectives are
1) to increase understanding of the important issues in planning
and evaluating brand strategies and 2) to provide the appropriate
theories, models, and research tools to make better branding
decisions. The course is founded on basic marketing principles with
particular emphasis on branding. In this course you will learn the
role of brands, the concepts of brand equity, ways to build brand
equity, different approaches to measuring it and how to implement a
brand measurement system, alternative brand strategies, brand
hierarchy and brand portfolio management, the difference between
nation, -corporate and -product branding, family brands, individual
brands and sub-brands among others.
The course's development of personal competences:
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Teaching methods | |||||||||||||||||||||
• Lecture and class discussion (e.g.,
chapter discussion, article discussion)
• Video and case study discussions (Harvard Business School Cases, Video Cases) Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Read Chapter 1,2,3,4 and 5 of the book "Strategic Brand Management", Kevin Lane Keller, Prentice Hall, 3rd Edition, 2008, ISBN 978-0-13-188859-3. Visit the companion website: http://prenhall.com/kevinlanekeller |
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Expected literature | |||||||||||||||||||||
Course Text Book
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Last updated on
08-04-2014