2016/2017
BA-BIMKO1606U Interdisciplinary Case 1: Brand Management
(optag 2016)
| English Title |
| Interdisciplinary Case 1: Brand
Management (optag 2016) |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Mandatory |
| Level |
Bachelor |
| Duration |
One Semester |
| Start time of the course |
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 |
|
|
|
Last updated on
19-08-2016
|
| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors:
- 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
- Suggest strategies for the development of brand equity
- Demonstrate an understanding of the role the brand is playing
as part of the overall business model for a company
- Be able to work strategically with the Business Model Canvas,
in order to create Business Model Innovation
- Demonstrate strong presentation skills
- Integrate core concepts from other subjects in their
analysis
|
| 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, the
student must answer a given assignment of maximum 5
pages.
|
| Examination |
|
Interdisciplinary 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 |
Individual oral exam based on written group
product |
| Number of people in the group |
max. 5 |
| Size of written product |
Max. 15 pages |
|
Length: 15 pages regardless of group size. If you
answer the assignment individually the maximum length is 10
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 |
Summer |
| 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 student must answer a
new case-assignment. However the Study Board can elect to convert
the exam to a 20 minutes oral examination in the curriculum if the
number of students indicate otherwise. The students will have 20
minutes to prepare. During the preparation the are allowed to bring
books and notes.
|
Description of the exam
procedure
The assignment will be based on a case chosen by the
group and approved by the instructor. It is possible to write the
assignment individually, but groups are
recommended.
|
|
| Course content and
structure |
|
Brands are one of companies' greatest assets. This asset is
perhaps unique in that it is 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 in order to create value for the brand and its stakeholders.
We focus on corporate brands as a platform for driving strong
brands. This platform consists of: vision,
culture, identity and the business model. This course is
unique in that it brings together theories of brands, business
model and innovation. 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.
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 |
| Course activities (including preparation) |
120 hours |
| Exam (including exam preparation) |
86 hours |
|
| Expected literature |
|
A textbook will be chosen nearer to the start of the
course
|
Last updated on
19-08-2016
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