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2014/2015  KAN-CBCMU1003U  Brand Governance

English Title
Brand Governance

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Course period Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Richard Jones - Department of Marketing (Marketing)
  • Torsten Ringberg - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 08-07-2014
Learning objectives
At the end of the course the student is expected to be able to:
  • Demonstrate an understanding of strategic brand marketing and management, and the ability to apply appropriate branding models to business situations
  • Conduct an effective evaluation of brand value and financial performance
  • Document the role of brands in aligning customer value creation with organisations' core capabilities
  • Design and manage branding strategies and programs
  • Identify relevant brand management systems within organizations
  • Apply concepts and tools to branding situations such as cities, corporations, not-for-profit organizations and experiences
  • Discuss the choice and formulation of Key Performance Brand Indicators (KPIs)
  • Identify relevant brand positioning criteria
  • Demonstrate generic skills including problem solving, conceptual skills and vocational and professional skills relate to brand management
Brand Governance:
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
Groups are to be formed of 3-5 students.
The oral exam is individual
Size of written product Max. 15 pages
Assignment type Project
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 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 a range of brand management  theories and practices. 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 and the governance of brands. Students will better understand the rationale and means for building and maintaining strong and powerful brands. Brands often represent the most valuable asset a company or organization has in a competitive market place.
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 become 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 based 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 11 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 08-07-2014