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2010/2011  KAN-MCM_MC58  Brand Governance

English Title
Brand Governance

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Richard Jones
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Marking Scale 7-step scale
Exam Period Spring Term
The exam consists of an individual written project (max. 15 A4 pages). There is no supervision for the writing of this work. 2 copies of the paper should be handed in to the secretariat. The deadline for timely submission will be announced by the line secretariat. The exam is internal and the assessment will be made by a teacher, cf. the General Degree Regulation § 25, S. (1). Students who have been accepted into the programme are automatically registered for the exam. The regular exam will take place in May 2011 The make-up/re-exam takes place in August 2011
An individual mini-project (15 pages) as home assignment.
Prerequisites for Attending the Exam
Course Content

Aim of the course
Brand Governance is the set of processes, policies, norms, laws and institutions affecting the way a brand is managed and controlled. It concerns the establishment of internal norms and standards, encompassing processes, policies and people, central to the establishment of consistent management, cohesive policies, procedures and decision-rights in relation to brands. It isimplemented to ensure greater accountability for the brand management processes, both in relation to shareholders and investors and to the firm’s other strategic stakeholders.

The course will prepare students for exercising managementcontrol 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 legal protection. The primary objective of the course is to give the student an understanding of the managerial challenges associated with stabilizing a branding strategy internally.

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

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