23118 Strategic Brand Development , 5 sp
The course provides strategic perspectives and tools for developing a firm’s brands and branded offerings, and for integrating brand strategy to other market strategies and business development of the firm. The market-oriented strategic perspectives that the course deals with are fundamentally based on principles of consumer psychology and buyer behavior. Lectures contain theory and practical illustrations on the strategic perspectives as well as related consumer behavior principles. Guest lectures provide further practical case examples. Individual exercises concentrate on reflective and analytical thinking about theoretical perspectives, and on finding practical applications for them. Group case exercise focuses on a real firm’s real brand strategy challenge.
You have skills to apply strategic perspectives and tools for developing a firm’s brands and branded offerings, and for integrating brand strategy to other market strategies of the firm.
- analyze and plan how the firm’s brand development strategy should be fitted with its strategies on its product/service development, pricing, retailing, brandname hierarchies, and business-to-business operations – and vice versa (i.e., how these strategies can be leveraged to build up the brand)
- critically assess and apply brand theory and models in managerial problem solving
- engage in brand analysis and brand strategy planning, by applying knowledge about the fundamental role that brands have in consumer/customer behavior
The course takes place over 8 weeks:
- Each week 1–7/8, Returning individual/pair exercises: (1) Reading a set of academic articles, (2) Finding a related business press article, and (3) Writing a 2-page essay (a “reflection paper”) on the articles (done in pairs)
- Week 7/8, Returning group case exercise: A presentation document (appr. 30 well-prepared slides) regarding a firm’s brand management challenge (prepared in groups of appr. 6 students, during weeks 2–7/8)
- Week 8/8, Presenting group case exercise: Providing an in-class presentation of the group case exercise (selected groups)
- Week 8/8, Taking the exam: Reading the articles and lecture slides for the exam is done individually during weeks 2–8/8.
- (Each week 1–8/8, Attending lectures and participating in class discussions. Non-mandatory, except first lecture and guest lectures.)
The group case exercise/project is to solve an international company's topical brand management challenge. The project topic has international business dimensions. Guest lecturers also have expertise and illustrate cases with international business aspects.
Max 50 students due to intensive project with external company during the course. The students will be admitted in order of enrolment.
A completed Bachelor’s degree is required for participants. Knowledge of marketing/consumer behavior equivalent to 12 ECTS.
Lectures, guest lectures, individual reading of academic literature, individual/pair exercises, group case exercise.
Presence is mandatory on the first lecture and the guest lectures.
134 hours divided into:
Scheduled contact hours: 18 h
Non-scheduled work: 116 h
Contact teaching/lectures (18h)
Individual/pair work (72h)
Group work (40h)
1st year of Master’s studies.
Individual/pair exercises/essays weekly (30 %)
Team/group case assignment (30 %)
Examination (40 %)
- Obligatory academic articles provided by the course lecturer: Approximately 18 articles.
- Business press articles sought by the course participants: Approximately 7 articles.
Non-obligatory additional reading:
- Keller, K. L. Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, N.J: Prentice Hall. ISBN 0-13-110583-3. (2012 or older).
Students who have completed the earlier course Strategic Brand Development (8 ECTS, course code 23060) cannot take this course.
Quota for JOO-students: 3 (included in the maximum amount of participants)
(no quota for the Open University)