Jump to content

MF6-2000 Strategic Brand Management

Course description for academic year 2020/2021

Contents and structure

  • Customer based brand equity, brand positioning
  • How to build a brand
  • Brand associations
  • How to measure a brand
  • How to increase brand equity

Learning Outcome

Knowledge

  • Know the drivers for building strong brands.
  • Know how consumers process brand associations.
  • Know the concepts within the litterature on strategic brand management
  • Understand why and how public relations and promotion affect consumer behaviour.

Ferdigheiter

  • Evaluate methods for building brands and brand equity.
  • Apply methods to identify consumer association network.
  • Design marketing programs.

General competence

  • Identify drivers for building strong brands and reflect upon these drivers.
  • Identify and evaluate different brand management strategies.

Entry requirements

None

Recommended previous knowledge

Marketing (MF6-1000) or equivalent

Teaching methods

Lectures and team work.

Compulsory learning activities

One group asignment

Passed/not passed

Students must pass the asignment to be registered for the final exam.

Assessment

4 hours written exam.

Evaluation: A-F

Examination support material

None

More about examination support material

Course reductions

  • RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints
  • RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints