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2024/2025  KAN-CCMVV2447U  Brand Analytics

English Title
Brand Analytics

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
  • Felix Eggers - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
  • Statistics and quantitative methods
Teaching methods
  • Blended learning
Last updated on 13-02-2024

Relevant links

Learning objectives
The main objective of this course is to provide an overview of marketing research techniques dedicated to collecting and analyzing data for branding purposes and learn how and when they can be applied. At the end of the course the student is expected to be able to:
  • Understand, reflect upon, and apply various marketing metrics and brand equity measures
  • Identify relevant qualitative and quantitative information for a given branding problem and select a suitable brand analytics technique
  • Apply suitable brand analytics techniques to collect and analyze data
  • Interpret the outcome of analyses and explain the relationship between brand analytics and strategic brand decisions
  • Understand and reflect upon the connection between brand analytics and financial brand valuation
  • Follow academic conventions in written presentations and be able to clearly communicate insights from brand analytics to a business audience
Course prerequisites
The course will be based on freely available software (including R) that will be discussed in the course (no previous experience is required). Basic statistical knowledge is required. Further required knowledge will be taught and practiced in the course.
Brand Analytics:
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 Written assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 72 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter and Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
If the student fails the ordinary exam the course coordinator chooses whether the student will have to hand in a revised product for the re-take or a new project.
Course content, structure and pedagogical approach

The course Brand Analytics offers insights into the multifaceted nature of brand equity, exploring the drivers behind it, and mastering the analytical methods needed to track and manage brands in the digital era. This approach is highly relevant for both large corporations and smaller startups, laying a solid foundation to understand the ways in which brands drive organizational value.


At the heart of the curriculum are analytical and experimental methods for measuring brand value. Students delve into brand image measurement, web scraping, sentiment analysis, social network analysis, and customer journey mapping gaining insights into consumer perceptions and online brand presence. Experimental approaches like A/B testing and conjoint analysis are also central, providing tools to understand consumer decision making, e.g., brand purchases, that can be quantified into monetary brand value. These techniques form a comprehensive toolkit for students to measure and manage brand equity efficiently and effectively and lay the foundation for marketing accountability.


Furthermore, the course also prepares students for emerging trends in digital marketing, including the integration of artificial intelligence, equipping them to adeptly face the future challenges and opportunities in the realm of brand analytics and management.

Description of the teaching methods
The teaching will be blended and consists of a mixture of prerecorded lectures, dialog-based in-class lectures, presentations, and computer tutorials.
Feedback during the teaching period
Students will receive feedback via in-class discussions and during exercises. Additional individual feedback can be obtained after the lectures, during office hours, or individual meetings that can be requested via email.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Further Information

Part of Minor in Excellence in Brand Strategy & Analytics

Expected literature
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Dzyabura, D., & Peres, R. (2021). Visual elicitation of brand perception. Journal of Marketing, 85(4), 44-66.
  • Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2019). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1-25.
  • Boegershausen, J., Datta, H., Borah, A., & Stephen, A. T. (2022). Fields of Gold: Scraping web data for marketing insights. Journal of Marketing, 86(5), 1-20.
  • Hartmann, J., Heitmann, M., Siebert, C., & Schamp, C. (2022). More than a feeling: Accuracy and application of sentiment analysis. International Journal of Research in Marketing, 40(1), 75-87.
  • Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing, 75(6), 55-71.
  • Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Marketing Science, 38(2), 193-225.
  • Feit, E. M., & Berman, R. (2019). Test & roll: Profit-maximizing A/B tests. Marketing Science, 38(6), 1038-1058.
  • Eggers, F., Sattler, H., Teichert, T., & Völckner, F. (2018). Choice-based conjoint analysis. In Handbook of Market Research. Springer.
  • Fischer, M., Völckner, F., & Sattler, H. (2010). How important are brands? A cross-category, cross-country study. Journal of Marketing Research, 47(5), 823-839.
  • Kapferer, J.-N. (2012). Chapter 18: Financial valuation and accounting for brands. In The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan Page, Limited.
  • Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.
Last updated on 13-02-2024