2014/2015
KAN-CBCMU1003U Brand Governance
| English Title |
| Brand Governance |
|
|
| 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 |
|
|
|
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
|
| Examination |
|
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 |
| 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 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
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