MBM402B Brand Management

• Topics

  Topics :

  Brands are valuable assets that can provide firms with long-lasting competitive advantage. How to build, measure, and manage brand equity over time is the central theme of this course. The first part of the course focuses on the two sources of brand equity; brand awareness and brand associations.

  Themes :

  Brand Equity (Conceptualizations and measurement)

  Brand Awareness

  Brand Associations

  Brand Positioning

  Corporate Social Responsibility

  Brand Trust

  Brand Extensions

  Strategies for leveraging secondary brand associations (alliances, sponsorships, endorsements, etc.)

  Brand Architecture

• Learning outcome

  Course Objectives

  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 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 master 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

  The course has a combination of plenary lectures and small group-based supervision sessions (physical). There will be no recording.

• 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.

• Compulsory Activity

  Multiple choice test (approved/not approved)

• Assessment

  Group-based term-paper (3-6 pr group).

  The grading in this course is based on the following two components:

  1. The written term paper counts 60 percent of the grade and
  2. The oral presentation and defense counts 40 percent of the grade.

• Grading Scale

  Grading scale A - F.

• Computer tools

  None.

• Literature

  Course book: Keller, K.L. (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Fifth Edition.

  Selected articles posted on Canvas