Business Administration, Strategic Brand Management, 7.5 credits

Learning outcomes

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
• analyze and suggest relevant marketing and brand strategies to companies and organisations.

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.

Content

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.

Examinations and grades

Group Assignment, 3 credits (Code: A001)
Grades used are Fail (U) or Pass (G).

Written Examination, 4.5 credits (Code: A002)
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

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 determine which grading system is to be used. The grade must be determined by a teacher specifically nominated by the university (the examiner).

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

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

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.

Modes of assessment

Group Assignment, 3 credits (Code: A001)

Written Examination, 4.5 credits (Code: A002)

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

For further information, see the university's local examination regulations.

Specific entry requirements

15 Credits in Business Administration.

For further information, see the university's admission regulations.

Other provisions

The written examination can be written in English or Swedish. All other examinations are to be made in English.

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

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.

Reading list and other learning resources

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.