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2014/2015  BA-BIMKO1077U  Interdisciplinary Case 1: Brand Management

English Title
Interdisciplinary Case 1: Brand Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Richard Jones - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 15-08-2014
Learning objectives
The student should be able to:
  • Demonstrate an understanding of brands as strategic assets for both commercial and not-for-profit organisations
  • Demonstrate a detailed knowledge of different brand models and choose appropriate ones for a given situation
  • Identify and use relevant tools for the evaluation of brand performance
  • Work strategically with a portfolio of brands
  • Describe a brand in terms of brand architecture and discuss how this affects the organisation of the brand portfolio
  • Suggest strategies for the development of brand equity
  • Integrate core concepts from other subjects in their analysis
  • Demonstrate strong presentation skills
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Participation in a one day seminar including participation in an oral presentation and discussion of the group case.

If the student does not participate in the one day seminar, due to sickness, the student must answer a given assignment of maximum 5 pages.
Tværfaglig case 1: Brand management:
Exam ECTS 7,5
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
An individual oral examination based on a home assignment written in groups of 2-5 students, but groups of 3-5 students are recommended.

The assignment will be based on case chosen by the group and approved by the instructor. It is possible to write the assignment individually, but groups are recommended.

The students have 72 hours to answer the case-assignment.
Size of written product Max. 20 pages
Length: 20 pages regardless of group size. If you answer the assignment individually the maximum length is 10 pages.
Assignment type Case based assignment
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 external examiner
Exam period Summer Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-examination: If a student has participated in answering the case-assignment, but has been sick at the time of the oral examination, the re-examination will be based on a re-submission of the original case-assignment.

If a student has not participated in answering the case-assignment, or has not passed the oral examination, the re-examination will be based on a 20 minutes oral examination in the curriculum. The students will have 20 minutes to prepare.
Course content and structure
Brands are one of companies' greatest assets. In additional, of all the company's assets they are uniquely focused on bridging the gap beween the firm and its environment. This course seeks to inspire and teach students about how one can work effectively with brands. Through this course students will learn to analyse and refelct about brands' value (in monetary and symbolic terms) and how to manage a portfolio of brands. The course uses a mix of lectures, seminars and a strong element of case-based teaching to highlight the practical nature of working with brands.
In this course brands are not seen as spearate from the rest of the company. We will therefore tak a holistic approach to brands and their relevance to corporate strategy, HR, sales and CSR strategy.
Through this course students will be introduced to a series of tools which will be used in the cases in the seminars and in the final exam. Students will be expected to work together to explore and apply these tools to these cases.
Teaching methods
This course uses a variety of teaching forms. In addition to in-class based lectures, which are focused on introducing students to key concepts and theories in the course, the course will use a high degree of case-based teaching and exercises. Teaching will be divided between large lectures and case work in seminar groups. Presentations are an important part of teaching.
Student workload
Lectures 30 hours
Preparation 150 hours
Examination including exam preparation 27 hours
Expected literature
A textbook will be chosen nearer to the start of the course
Last updated on 15-08-2014