Business Administration, Strategic Brand Management, 7.5 credits

Aims and objectives

General aims for first cycle education

First-cycle courses and study programmes shall develop:

• the ability of students to make independent and critical assessments
• the ability of students to identify, formulate and solve problems autonomously, and
• the preparedness of students to deal with changes in working life.

In addition to knowledge and skills in their field of study, students shall develop the ability to:

• gather and interpret information at a scholarly level
• stay abreast of the development of knowledge, and
• communicate their knowledge to others, including those who lack specialist knowledge in the field.

(Higher Education Act, Chapter 1, Section 8)

Course objectives

Knowledge and Understanding

After the completion of the course, the student should have

• theoretical and applied knowledge of core marketing communication concepts and the brand strategies, as well as of the brand management environment
• an increased understanding of marketing communication and brand management
• a knowledge of brand extension theories
• a general knowledge of how to organize marketing communication operations and company resources in large companies and SMEs.

Competence and Skills

After the completion of the course, the student should be able to

• give account of marketing communication operations that target objectives of multiple stakeholders in different countries
• argue for various courses of action in relation to aspects of marketing communication and brand strategy presented in the course
• apply the concepts and theoretical models relevant to marketing communication operations and brand management, and assess these theories
• carry out and present basic analyses of authentic brand strategy and extension case studies.

Judgment and Approach

After the completion of the course, the student should be able to

• demonstrate the ability to identify marketing communication problems with support from the literature, and the need for further knowledge
• demonstrate skills to critically evaluate, and systematically learn from, the marketing management in a brand management context
• critically assess different actor's perspective in marketing of products and services across national borders
• demonstrate awareness of ethical aspects of marketing communication operations
• demonstrate the ability to work in project groups in a marketing communication and brand management context.

Main content of the course

The course includes the following aspects of strategic branding:

• The marketing communication and brand strategy arena
• Marketing communication and brand management theories
• Strategies to communicate and manage a brand
• Recent trends and opportunities in Marketing communication and brand management.

These aspects give different perspectives as to how to study and assess marketing communication and as to increase awareness of the main marketing communication and brand management issues companies with worldwide presence confront in their business operations.

Teaching methods

The course is centered on active student learning, and structured to provide ample opportunity for interaction among international students with a variety of backgrounds. To keep abreast of current marketing issues, students are expected to read both the main textbook and additional articles on timely topics. Teaching is conducted using presentations, lessons and seminars.

• Presentations where the teacher introduces and organizes the subjects based on the course literature
• Lessons when case studies and research papers are discussed and analyzed
• Seminars where student's papers and group-based student assignments are presented and discussed.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

Examination methods

Group Assignment, 3 credits (Code: A001)
Group assignment presented and examined at a mandatory presentation seminar.

Written Examination, 4.5 credits (Code: A002)
Individual written examination covering the course and literature.

For students with a documented disability, the university may approve applications for adapted or other forms of examinations.

For further information, see the university's local examination regulations (in Swedish).

Grades

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may prescribe which grading system shall apply. The grade is to be determined by a teacher specifically appointed by the university (an examiner).

In accordance with university regulations regarding grading systems for first and second-cycle courses (Vice-Chancellor’s decision ORU 2018/00929), one of the following grades shall be used: Fail (U), Pass (G) or Pass with Distinction (VG). For courses that are included in an international Master’s programme (60 or 120 credits) or offered to the university’s incoming exchange students, the grading scale of A-F shall be used. The vice-chancellor, or a person appointed by the vice-chancellor, may decide on exceptions from this provision for a specific course, if there are special grounds.

Grades used on course are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Group Assignment
Grades used are Fail (U) or Pass (G).

Written Examination
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

For further information, see the university's local examination regulations (in Swedish).

Comments on grades

To receive Sufficient (E), Satisfactory (D) or Good (C) for the course, the student must receive Sufficient (E), Satisfactory (D) or Good (C) on the Written Examination, and Pass on Group Assignment.

To receive Very Good (B) or Excellent (A) for the course, the student must receive Very Good (B) or Excellent (A) on the Written Examination, and Pass on Group Assignment.

Detailed information on the requirements for different grade levels is given at the course start.

Specific entry requirements

15 Credits in Business Administration.

For further information, see the university's admission regulations (in Swedish).

Transfer of credits for previous studies

Students who have previously completed higher education or other activities are, in accordance with the Higher Education Ordinance, entitled to have these credited towards the current programme, providing that the previous studies or activities meet certain criteria.

For further information, see the university's local credit transfer regulations (in Swedish).

Other provisions

The individual written closed book examination can be written in English or Swedish. All other submissions and presentations, orally and in written form, including the group assignment, are to be made in English.

Remaining tasks should be completed as soon as possible according to the teacher's instructions.

The reexamination after the spring semester’s ordinary examination schedule can be offered in August and will replace the follow-up examination.

Reading list and other teaching materials

Required Reading

A compilation of texts provided by the department,
about 100 pages articles [Kompendium]

Rosenbaum-Elliott, Richard, Larry Percy & Simon Pervan (2018)
Strategic Brand Management
Oxford University Press, Fourth edition/Latest edition

Additions and Comments

Additional literature: Annual reports, research papers and periodicals, articles not more than 300 pages.