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2014/2015  KAN-CCMVV1528U  Strategic Brand Management

English Title
Strategic Brand Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
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
  • Mogens Bjerre - Department of Marketing (Marketing)
The course is taught by Tilde Heding who is attached to the Department of Marketing

Administration: Carina Vanidad Jessen (cj.marktg@cbs.dk)
Main academic disciplines
  • Marketing
Last updated on 09-05-2014
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 and a subject and the individual models, concept sand theories presented throughout the course
  • Apply these models singly or combined to fit the concrete case situation under study
  • Understand and analyse 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
  • Synthesise and deduce new models that can be used to predict phenomena relevant to the study of corporate communication
Course prerequisites
It is recommended that the students have a basic knowledge of marketing from previous courses.
This course is closed to BCM and SMC students.
Oral exam based on synopsis:
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 Individual
Size of written product Max. 5 pages
Assignment type Synopsis
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 Winter Term, Please see e-campus for details.
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
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 branding models and definitions 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 via knowledge of seven different schools of thought – 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 when the students will be asked to apply them in class exercises, hence theory will be connected to practice.

In broad terms, the objective of this course is to develop a managerial perspective regarding brand management and the strategic role of branding. Our emphasis will be on the decisions associated with the formulation and implementation of brand management strategy in a strategic marketing context. More specifically, the course is designed to:
•   Enhance your understanding of brand management and related branding strategies and the interaction with the whole organization
•   Give you a good understanding of the nature of organisational processes and their influence on brand management.
•   Provide you 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 you with a tool box of theories and methods in order to understand the role of consumers in creating successful branding strategies
Teaching methods
Further Information
Changes in course schedule may occur
Friday 11.40-14.15, week 36-41, 43-47
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 09-05-2014