Table of contents

The course is connected to the following study programs

Recommended previous knowledge

ORG449 Designing business strategy and MF-403 Market Insight and Decision Making or equivalent.

Learning outcomes

On completion of the course, the students should:

  • have advanced knowledge about the nature, role, and importance of brand management in marketing strategy
  • understand key issues in building and maintaining brands and brand equity
  • understand effective design and implementation of branding strategies
  • have advanced knowledge about development and management of customer-based brand equity
  • be able to evaluate the success of branding strategies
  • understand ethical challenges related to responsible brand management

Contents

Brands are among the most valuable assets of corporations making knowledge about brand management imperative to any corporate strategy for building sustainable competitive advantages that drive financial results. Strategic brand management is relevant for both consumer and business-to-business markets, for products and services, and even for technology and experiences. Never before has capturing attention and generating engagement been more challenging than in a marketplace that is empowered by digital technologies. This course offers an understanding of contemporary branding challenges to build brands that are relevant to and resonate with consumers.

Teaching and learning methods

Lectures, seminars and group work. Estimated workload is approximately 200 hours.

Examination requirements

Approved group assignment and group presentation. More information in Canvas.

Examinations

Three-hour individual written exam under supervision. Assessment expression: letter grade, A-F. More information will be provided in Canvas.

Student evaluation

The person responsible for the course decides, in cooperation with the student representative, the form of student evaluation and whether the course is to have a midway or end of course evaluation in accordance with the quality system for education, chapter 4.1.

Offered as a free-standing course

No
Last updated from FS (Felles studentsystem) Oct. 15, 2026 2:34:27 PM