MBM402B Brand Management

• Topics

  Topics

  Topics:

  • Brand awareness, associations and image
  • Brand positioning
  • Corporate branding and reputation management
  • Brand loyalty and consumer-brand relationships
  • Brand/customer experiences
  • Brand extensions and alliances
  • Brand portfolio management
  • Sponsorship and product placement
  • International brand strategy
  • Technology and brand management
  • Measuring brand equity

• Learning outcome

  Learning outcome

  Upon completion of the program, the candidates shall:

  Knowledge

  • Have advanced knowledge of the components of brand equity.
  • Have an understanding of the sources and consequences of brand equity.
  • Have advanced knowledge of methodological approaches for measuring brand equity.
  • Have in-depth, up-to-date knowledge of central processes and constructs in brand strategy.

  Skills

  • Be capable of analyzing and critically dealing with various sources of information and using them to structure and formulate scholarly arguments
  • Be capable of analyzing existing theories, methods and interpretations in the field and working independently on practical and theoretical problems
  • Be capable of carrying out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics

  Competence

  • Be able to analyze relevant academic, professional and research ethical problems
  • Be able to apply their knowledge and skills in new areas in order to carry out advanced assignments and projects
  • Be able to communicate extensive independent work and masters language and terminology of the academic field
  • Be able to communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public
  • Be able to contribute to new thinking and innovation processes

• Teaching

  Teaching

  Plenary sessions, group-based meetings with supervision, in-class cases, online discussions.

• Recommended prerequisites

  Recommended prerequisites

  Basic knowledge about marketing and consumer behavior. We recommend students to take the course in Consumer Behavior prior to the course in Brand Management, but that is not a formal requirement.

• Required prerequisites

  Required prerequisites

  Presentation of term paper in class.

  Note: There might be compulsory activities in the course prior to the registration deadline.

• Requirements for course approval

  Requirements for course approval

  Multiple choice tests must be passed for course approval

  The grading scale for course approval is approved-not approved

• Assessment

  Assessment

  Group-based written term paper counts 60% of the total grade

  Oral presentation of group paper counts 40% of the total grade

• Grading Scale

  Grading Scale

  Grading scale A - F.

• Computer tools

  Computer tools

  None.

• Semester

  Semester

  Vår. (Fra og med våren 2018)

• Literature

  Literature

  Keller, K.L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Fourth Edition.