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2017/2018  BA-BIMKO1025U  Interdisciplinary Case: Brand Management

English Title
Interdisciplinary Case: Brand Management

Course information
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
  • Marketing
Last updated on 27-06-2017

Relevant links
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 the different approaches to understanding brands and their assumptions.
  • Demonstrate the ability to apply different approaches to analysing case brands
  • Use core concepts from this and other subjects to identify strategic issues facing case brands
  • 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 plays as part of the overall business model for a company
  • Be able to work strategically with the Business Model Canvas, in relation to brand innovation
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: 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 2-5
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 between 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 firm and its stakeholders.  Brands are loved and hated and there is an intense discussion of what can be branded or not. To see brands from one perspective does not allow us to understand how they function or how they create value. This course introduces multiple approaches to branding and develops students’ understanding of the value of applying different approaches to understanding the ways in which brands create value. 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.
Feedback during the teaching period
Feedback is an important part of the pedagogical principles of this course. Feedback is provided though weekly seminar groups and the mid-semester exam. Seminar groups provide students with the opportunity to present their analyses and ideas which are then discussed by their peers and the seminar leader. The mid-term exam is a formal opportunity to allow the student to assess their progress in the course.
Student workload
Course activities (including preparation) 120 hours
Exam (including exam preparation) 86 hours
Expected literature

Heding, T., Knudtzen, C. F., & Bjerre, M. (2015). Brand Management - Research, theory and practice. Routledge.

 

Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. Wiley.
Last updated on 27-06-2017