Content, progress and pedagogy of the module

Brands can be extremely valuable assets and a significant growth driver. This module will analyse how brands function as pivotal devices in today’s society and the role of strategic brand management in customer value creation.

During this module the student will acquire insights into how companies should manage brands to maximize brand equity. This includes knowledge about the different brand management decisions that must be made to build, measure, and manage a brand. Furthermore, the objective of this module is to provide the student with insights into central theories and approaches related to strategic brand management, including theories on how customers develop brand attitudes and behaviours.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• central theories related to brand management and the role of brand management in customer value creation.
• central methodological approaches to measuring brand equity and evaluating brand performance.
• the unique challenges of managing global brands.

Skills

The objective is that the student after the module possesses the necessary skills in:

• identifying central theoretical and practical problems within strategic brand management, including issues related to the planning and implementation of branding strategies.
• selecting relevant theories to understand, analyse and solve practical problems in relation to strategic brand management.
• measuring brand equity to evaluate brand performance.

Competences

The objective is that the student after the module possesses the necessary competences in:

• making appropriate managerial decisions in relation to strategic brand management to maximize brand equity.
• applying central theories related to strategic brand management to analyse and solve practical branding-related problems.
• being self-reflective, critical and open to different implementations of branding strategies.

Type of instruction

For information see § 17.

Exam

Exams