Upon completion of the program, the candidates shall:
Knowledge
Have advanced knowledge of the components of brand equity.
Have an advanced knowledge of consumer behavior, thinking and mindset in a branding context.
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 related to the brand (e.g., brand equity, brand associations, brand alliances, brand extensions) and using them to structure and formulate scholarly arguments.
Be capable of analyzing existing theories, methods, and interpretations in the field (for example related to brand equity, private labels, brand image, and luxury branding) and working ondependently 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 etical problems related to brand equity, private labels, brand image, brand alliances, brand extensions, and luxury branding.
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
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.