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2012/2013  KAN-CM_A117  Strategic Brand Management

English Title
Strategic Brand Management

Course information
Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Wednesday 08.00-10.45, week 36-41, 43-46
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Mogens Bjerre - Department of Marketing
Administration: Carina Vanidad Jessen (cj.marktg@cbs.dk)
Main Category of the Course
  • Marketing
Last updated on 10-07-2012
Learning objectives
At the end of the course the student is expected to be able to:
• Identify relevant models, theories and concepts to solve strategic brand management problems
• Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
• Understand and be able to discuss the assumptions that underlie the study of strategic brand management, the individual models, concept sand theories presented throughout the course
• Apply these models singly or combined to fit a specific case or problem in practice under study
• Understand and analyze the relationship between internal and external factors influencing brand management by applying relevant models, concepts and theories
Further, the best students will be able to:
• Reflect incisively and critically over the underlying causes of the phenomena they are studying
• Relate the theories, concepts and models presented in this course to others they are familiar with from other courses
• Synthesize and deduce new models that can be used to predict phenomena relevant to
Prerequisite
It is recommended that the students have a basic knowledge of marketing from previous courses.
Examination
Oral exam based on synopsis
Strategic Brand Management:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner Second internal examiner
Exam period Winter Term and Summer Term, Please see e-campus for details.
Aids Open Book, Written and Electronic Aid is permitted
Duration 20 Minutes

Examination
Oral exam on the basis of a synopsis. The synopsis can be prepared individually or in groups of 2 – 4 students.
Course content

The main aim of the course is to provide the students with a deep and varied knowledge of brand management and the role of this management discipline in a modern business. The course will introduce the students to different ways of conceptualizing brand management and equip them with the ability to understand different scientific schools of thought in the field, as well as apply them to real life situations.

The course will start with an introduction to general models, categorizations and definitions of branding as well as embed the discipline in a broader management setting. The core of the course rests upon a thorough and scientific way of applying knowledge of brand management through a review and reflective discussion of seven different schools of thought from brand management – namely the seven brand approaches described in the main text book of the course.

The seven brand approaches will be transformed into practical tools throughout the course and the students will be asked to apply them in class exercises, hence theory will be connected to practice.
 

The course's development of personal competences:

In broad terms , the objective of this course is to develop a managerial perspective on brand management and the strategic role of branding. our emphasis will be on the decisons associated with the formulation and implementation of brand management strategy in a strategic marketing context. More specifically, the course is designed to:

  • Enhance students understanding of brand management schools of thought and related branding strategies.
  • Give students a good understanding of the nature of organizational processes and their influence on brand management.
  • Provide students with insights concerning the interplay between brand categorizations, models and brand management strategy.
  • Provide students with an insight into the chronological development of brand management enabling you to ponder the future of brand management in a more informed way.
  • Provide students with a toolbox of theories and methods in order to understand the role of consumers in creating successful branding strategies.
Teaching methods
Lectures
Expected literature

• Heding, T., Knudtzen, C. F. & Bjerre, M. (2009), Brand Management – Research, Theory, and Practice, Routledge, London (260 pages)

•

Compendium of extracts from the following textbooks:

• Keller, K. L. (2003), Strategic Brand Management, Prentice Hall

• Davis, S. M. & Dunn, M. (2002), Building the Brand-Driven Business, Jossey-Bass Davies

• Kapferer, J-N (2008), The new strategic brand management : Creating and sustaining brand equity long term, Kogan Page, London

• A selection of relevant academic articles
Last updated on 10-07-2012