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2021/2022  KAN-CBCMO1012U  Brand Orientation, Performance and Equity

English Title
Brand Orientation, Performance and Equity

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Spring
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)
Main academic disciplines
  • Communication
  • Marketing
  • Economics
Teaching methods
  • Blended learning
Last updated on 25-06-2021

Relevant links

Learning objectives
This course develops students’ understanding of the relationship between brand orientation, marketing metrics and brand equity – and their impact on the financial performance of the brand. Enhancing and facilitating brand performance depends on understanding the interconnectedness of brand perspectives, brand strategy and brand identity and short-term as well as long-term metrics. Insights into market orientation (external metrics) and brand orientation (internal metrics) are provided. Literature, guest speakers and case work provide the students with knowledge, which by the end of the course will make them able to:
  • Understand, reflect upon and apply various marketing metrics, brand equity definitions and other brand performance measures
  • Understand, reflect upon and apply the interconnectedness of different brand perspectives, brand strategies, and performance measures
  • Understand, reflect upon and apply brand orientation in a performance perspective
  • Understand, reflect upon and apply external marketing metrics (in relation to brand touchpoints) and their role in building brand equity
  • Identify and discuss practical implications and limitations of various parts of the value chain leading from marketing programs to financial performance
  • Apply the theoretical knowledge on marketing metrics, brand equity definitions and other brand performance measures to practical cases
  • Follow academic conventions in your written presentation
Brand Orientation, Performance and Equity:
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-point grading scale
Examiner(s) One internal examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

The course addresses a current organizational struggle with the dilemma of how to measure the performance of branding investments in relation to often conflicting goals of efficiency and effectiveness.


Current marketing accounting is primarily focused on short-term metrics of a tactical nature together with an agreed-on brand equity as an appropriate denominator of value creation for the organization – ultimately representing the future capitalization of marketing efforts.


Although based on sound and recognized techniques, it has proven difficult for marketers to link brand performance metrics to the financial performance of the organization. A link that if missing affects the justification of marketing investments – and creates a general marginalization of marketing within the organization.


The course will provide students with an understanding of the link between marketing activities, brand orientation and financial performance, together with tangible methods to monitor and manage value – founded in the strategic imperatives of our different brand management practices.


The academic outlining of theoretical models and perspectives will be accompanied by practitioner views of leading organizations. The course combines lectures, guest speakers and case work.


Aim of the course

The course will enable students to justify their future brand management and marketing efforts – and thereby secure an organizational mandate. Students will gain understanding of creation of brand equity and the underlying drivers – as well as methods and perspectives to track and manage the hierarchy of effects behind organizational value creation.

Description of the teaching methods
The course uses blended learning as it combines online material and lectures with in-class discussions and group work. Blended learning (the mix of online and offline platforms) creates a strong leaning environment for students.
The course consists of online lectures and materials, case discussions, industry expert presentations and online/offline case-based and general discussions. The class intends to be highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
In order to boost the students’ quality of learning the course incorporates a number of feedback forms both teacher to student, student to student as well as reflections on learning.

A key part of the course is to enable students to get needed feedback throughout the course both during classes and reading through the curriculum. During class lectures the teacher will pose questions related to the presentation of theories and concepts as well as make himself available for questions and reflections in breaks and at the end of each class lecture. Peer review and flipped class techniques enable students to receive feedback on their ideas and understanding of core theories and model as well as application of these theories and models to cases. Outside class lectures the teacher will respond to emails with questions and otherwise be open for telephone calls or meetings.
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


Last updated on 25-06-2021