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2012/2013  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 Semester
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
  • Nicky Nedergaard - Department of Marketing
  • Richard Jones - Department of Marketing
  • Torsten Ringberg - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 09-07-2012
Learning objectives
At the end of the course the student is expected to be able to:
  • Demonstrate a full understanding of the tools and concepts presented during the course
  • Understand and explain relationships between different brand governance managerial tools in relation to branding strategy
  • Relate brand management tools to corporate strategy and customer value creation
  • Critically reflect on the implications of the increased emphasis of concepts of value creation and experience economy for management control systems
  • Demonstrate an understanding of and ability to devise relevant performance management systems
  • Reflect on different approaches to strategy and its implications for managing brands
  • Discuss the choice and formulation of Key Performance Indicators
  • Explain and reflect on the competing priorities between areas of brand governance
Brand Governance:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Autumn Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
The exam consists of an individual written project (max. 15 pages). There is no supervision for the writing of this work. 2 copies of the paper should be handed in to the administrator. The deadline for timely submission will be announced by the programme adminitrator. Students who have been accepted into the programme are automatically registered for the exam. The regular exam will take place in January. The make-up/re-exam takes place in March.
An individual mini-project (15 pages) as home assignment.
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 is implemented 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.
Expected literature

Various articles

Last updated on 09-07-2012