2013/2014
KAN-BCM_BC53 Brand Governance
| English Title |
| Brand Governance |
|
|
| 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 |
|
|
|
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
|
| Examination |
|
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 |
| Duration |
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
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