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2024/2025  KAN-CCMVV2446U  Perspectives in Strategic Brand Management

English Title
Perspectives in Strategic Brand Management

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 150
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Sylvia von Wallpach - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 12-02-2024

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 perspective. 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.

At the end of the course, the excellent student should be able to
  • Understand, critically reflect upon and contrast different branding perspectives based on concepts, models and theories introduced in the course.
  • Identify and apply appropriate research methods for studying brands from different branding perspectives.
  • Identify and discuss practical implications and limitations of various branding perspectives.
  • Define and analyze brand issues, using and interrelating concepts, models and theories relating to the different theoretical branding perspectives, and suggest appropriate strategic brand management actions to responsibly address the identified issues.
  • Identify and reflect upon the managerial, stakeholder and societal issues associated with different branding perspectives.
  • Follow academic conventions in written presentations.
Examination
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 Case based assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
The re-take will be based on either a new exam case and/or new exam questions.
Course content, structure and pedagogical approach

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 perspectives and will learn how brands ought to be managed depending on the branding perspective 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 perspectives to actual branding cases.

 

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 materials 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, online/offline case-based and general discussions, and online (peer reviewed) 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
Peer-to-peer feedback and feedback from the instructor are central aspects of this course. This requires active participation from students. Students will be invited to actively participate in this class, by presenting insights they gain from individual and group work, and by discussing these insights with peers and with the instructor. Students will get the opportunity to submit assignments, on which they can receive feedback from peers and/or their instructor.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Further Information

Part af Minor in Excellence in Brand Strategy & Analytics
Expected literature

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

  2. 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.

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

  4. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.

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

  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 dialectical theory of consumer culture and branding. Journal of Consumer Research, 29 (1), 70-90.

  8. Molander, S., Ostberg, J. and L. Peñaloza (2023), Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-assemblages in the Change and Continuity of a Brand. Journal of Consumer Research, 49 (5), 762-785.
Last updated on 12-02-2024