MF6-2000 Strategic Brand Management

Contents and structure

• Customer based brand equity, brand positioning
• How to build a brand
• Brand associations
• How to measure a brand's value
• 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.

Abilities

• 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/BØA116 Marketing

or equivalent

Teaching methods

Lectures and team work.

Compulsory learning activities

Up to three mandatory assignments. Assignment should be done in groups of maximum three, with grades pass/fail. Students must pass the assignments to be registered for the final exam.

Assessment

4 hours written exam.

Evaluation: A-F

Examination support material

No aids.

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