Studietilbud
Marketing and Brand Management
Building and managing strong brands is key to gaining competitive advantage and long term profability for product, services, corporations and organizations. The profile provides students with in-depth and research-based knowledge on marketing, consumer behavior and brand management.
Understanding consumer and competitor behavior is essential to every business and organization. Customer and competitor insights provides the basis for developing sound strategies, optimal market positioning and effective marketing tactics. Key topics in the profile are consumer and competitor analysis, marketing research, brand strategy and marketing mix decisions (marketing communication, pricing, distribution and product development). The profile integrates theory and practical applications from strategy and marketing to assist students in developing strong brands and making future market decisions. Central questions raised are: How to adapt products, communication and distribution systems to customer needs -and behavior? How to position a brand effectively in a competitive market?
The profile in Marketing and Brand Management will suit students who want to lead and make decisions in the marketing department of a firm or organization, including positions such as product manager, brand manager, marketing analytic or head of marketing. The profile will also fit those who would like to work in consultancy firms, larger organizations or governmental departments and authorities.
Course Portfolio
Students taking a major in Marketing and Brand Management are required to take 6 courses from the MBM course portfolio, including minimum two of the four core courses; Consumer Behavior, Brand Equity and Pricing, Methodology for master thesis and Research for Brand Decisions (not taught spring 2011). In addition, students must select 4 courses from a minor profile (ex. STR or SAM) and 2 additional "free" courses from any profile they might desire. Instead of taking a minor at NHH, students can also go on international exchange for a semester or take Gründerskolen (in Norwegian only)
Read more about the course portfolio in the Study Handbook.
Words from a former student:
"During my master degree I wrote my master thesis in collaboration with the luxury brand Chanel, about how women use and perceive luxury cosmetics. The major research questions were; Do women buy luxury cosmetics because of premium in quality, or is it esthétique and the beauty of the packaging that matters? What is the rationale behind the womens’ purchases of luxury cosmetics when it is not visible what brand they are wearing? The rationale behind luxury purchases often lies in symbolism and status, and this rationale disappears when others around the users are not aware of the brand.
My choice of topic in my master thesis is different from the topics generally written about at NHH. I chose a topic I wanted to work with later, a topic I could specialize in and a topic I was genuine interested in. The master thesis played an important role during my process of job seeking. I fully suggest choosing a master degree you know you want to work with later, and pick a topic in your master degree that fully reflects your interests!"
Melissa Malka, master student 2009
