MF6-2000 Strategic Brand Management
Course description for academic year 2025/2026
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 materialCourse reductions
- RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints
- RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints