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2018/2019  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
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
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.
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 28-02-2018

Relevant links

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.
Strategic 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 Oral group exam based on written group product
Number of people in the group 2-4
Size of written product Max. 10 pages
Definition of number of pages:
Groups of

2 students 5 pages max.
3-4 students 10 pages max.

Students who wish to have an individual exam might be able to write a term paper in the course. Please see the cand.merc. rules for term papers for more information.

Note that the exam is a group exam. If you are not able to find a group yourself, you have to address the course coordinator who will place you in a group.
Assignment type Synopsis
Written product to be submitted on specified date and time.
15 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
Make-up exam/re-exam
Same examination form as the ordinary exam
* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.
* if a whole group fails the oral exam they must hand in a revised product for the re-take.
* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
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 different schools of thought – namely the seven brand approaches described in the main text book of the course. The insight from the brand approaches will be supplied by an insight into the most recent development in brand management.

The different brand approaches will be transformed into practical tools throughout the course, hence theory will be connected to practice. The course will give insights into different perspectives on brand management, and the interplay between consumer behaviour, brand communication, and mainstream culture.


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

Description of the teaching methods
Feedback during the teaching period
Collective feedback on short assignments will be given in class highlighting general mistakes as well as strong answers.
Student workload
Preperation 123 hours
Lectures 33 hours
Exam 50 hours
Expected literature

•   Heding, T., Knudtzen, C. F. & Bjerre, M. (2016), Brand Management – Research, Theory, and Practice, Routledge, London (315 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 28-02-2018