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2018/2019  KAN-CBCMO1009U  Perspectives in Strategic Brand Management

English Title
Perspectives in Strategic Brand Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course 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)
  • Stefan Markovic - Department of Marketing (Marketing)
  • Sylvia von Wallpach - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 20-06-2018

Relevant links

Learning objectives
The course supports students in understanding the “brand” concept from different theoretical perspectives and in developing the ability to manage brands in accordance to the adopted branding approach. The goal is to equip students with relevant knowledge for contributing to the academic branding discourse and for pursuing a career as “state of the art” branding expert.
  • Understand, reflect upon and contrast different branding approaches
  • Identify and discuss the significance of the epistemological assumptions underlying each approach
  • Identify and discuss practical implications and limitations of various branding approaches
  • Apply the theoretical knowledge on brand to practical branding cases
  • Follow academic conventions in your written presentation
Perspectives in Strategic Brand Management:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Assignment type Report
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

This course confronts students with and prepares them for a complex branding reality in which the concept of “brand” can have many meanings. Brands are valuable resources in a competitive environment, be it for for-profit or not-for-profit organizations, for people, communities and places. As the brand concept becomes used more widely, ways of managing brands become more complex and meanings more diverse.

In this course students will be confronted with the most renowned theoretical branding approaches and will learn how brands ought to be managed depending on the branding approach they adopt.

The theoretical discussion will be complemented with input from brand academics and practitioners as well as with hands-on applications of different branding approaches to actual branding cases.


Aim of the course

The course will prepare students who want to work with brands in different contexts in their future career. It provides the basis for development of knowledge and understanding of how brands are created and maintained in relation to multiple stakeholders in dynamic environments and prepares the student for a challenging career in branding.

Description of the teaching methods
The course uses blended learning: that is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful leaning environment for students, which we intend to use to its fullest potential.

The course consists of online lectures and materials, case discussions, and online/offline case-based and general discussions, and online peer graded assignments. The class is highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Presentations, peer-to-peer feedback and feedback from the professors is a central part of this course. This requires active participation from students. Each week groups will make presentations of key literature. Two groups are assigned to one key article and are expected to comment on each other's presentation. Presentations are then discussed with the professors in a plenary. The aim of the exercise is to increase the students' ability to read, understand and apply academic articles to key topics in the course.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Further Information

Blended learning at CBS: http://sf.cbs.dk/teach/blended_online_learning/blended_learning

Expected literature

Indicative literature (more literature will be announced upon enrollment):

  1. Louro M.J. and P.V. Cunha (2001), Brand Management Paradigms, Journal of Marketing Management, 17, pp. 849-875.

  2. Keller, K.L. (1993), Conceptualizing, Measuring and Managing Customer-based Brand Equity, Journal of Marketing, 57 (January), pp. 1-22.

  3. Kapferer, J.-N. (2012), The New Strategic Brand Management – Advanced Insights & Strategic Thinking, 5th ed., London Ltd. Chapter 7, Brand Identity and Positioning, pp. 158-170. (Online book available via CBS Library)

  4. Aaker, J.L. (1997), Dimensions of Brand Personality, 34 (3), pp. 347–356.

  5. Hatch, M. J., & Schultz, M. (2009). Of Bricks and Brands: From Corporate to Enterprise Branding. Organizational Dynamics38(2), 117-130.

  6. Fournier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (4), pp. 343-353.

  7. Holt, D.B. (2002), Why Do Brands Cause Trouble? A Dialectic Theory of Consumer Culture and Branding, Journal of Consumer Research, 29 (1), pp. 70-90.

  8. Merz, M., He, Y., and S.L. Vargo (2009), The Evolving Brand Logic: A Service-dominant Logic Perspective, Journal of the Academy of Marketing Science, 37 (3), pp. 328-344.

Last updated on 20-06-2018