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2023/2024  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 cand.merc. and GMA (CM)
Course coordinator
  • Mogens Bjerre - Department of Marketing (Marketing)
The course is taught by Teaching Associate Professor Tilde Heding, Department of Marketing.
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 15-02-2023

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, see also the rules about examination forms in the programme regulations.
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
Release of assignment Subject chosen by students themselves, see guidelines if any
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
Grading scale 7-point grading 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, structure and pedagogical approach

The main aim of the course is to provide the students with an updated, deep and varied knowledge of brand management. 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 offers the students insights into three areas of brand management; the most up-to-date research paired with a deep and precise knowledge of the different scientific schools of thought you can find within the area of brand management. This knowledge will be supported by an understanding of brand management’s interplay with other academic – and real-life - business disciplines.

The course will start with an introduction to general branding models and definitions as well as the understanding of brand management’s role in a broader management setting.


The rest of the course will be structured like this: The point of departure for each lecture will be a new research article highlighting important knowledge in brand management. The new knowledge put forward in the given article will then be grounded in a relevant academic school of thought within brand management. In our context, we call them approaches.


The course will be taught by one of the authors of Brand Management – Research, Theory and Practice (Routledge, 2008, 2016 and 2020). This exact course is a byproduct of writing the 3rd edition of the book (2020), and is fueled by a wish to teach the newest knowledge within brand management, while at the same time grounding it in relevant scientific traditions.


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 the interaction with the whole organization

•  Enhance your understanding of the context of brand management

•  Share new insights and ground them in academic traditions

•  Demonstrate how different mindsets create different practices

•   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


In relation to the Nordic Nine:

  • We go deep in existing knowledge about brand management and relate our topic to related disciplines such as business strategy, marketing, advertising, media use and value-based management.
  • We focus on precision in an (traditionally) elusive discipline and discuss a wide variety of data collection methods and emphasize the need to do thorough research in order to make viable strategic decisions.
  • A strong brand identity can connect consumers and companies in binding relationships thus forcing a more responsible behavior from the company side. Branding articulates company values – internally as well as internally.
  • The course applies a variety of pedagogical tools to further critical thinking, sound collaboration and discussions (also of ethical dilemmas). The exam format supports both the ability to collaborate and compete.
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. (2020), Brand Management – Research, Theory, and Practice, Routledge, London 
A selection of relevant academic articles and textbook chapters (on Canvas)

Last updated on 15-02-2023