Advanced Brand Management

Study Board of Business Economics

Teaching language: English
EKA: B150068112, B150068102
Censorship: Second examiner: None
Grading: Pass/Fail, 7-point grading scale
Offered in: Odense
Offered in: Autumn
Level: Master

Course ID: B150068101
ECTS value: 10

Date of Approval: 08-05-2018


Duration: 1 semester

Course ID

B150068101

Course Title

Advanced Brand Management

Teaching language

English

ECTS value

10

Responsible study board

Study Board of Business Economics

Date of Approval

08-05-2018

Course Responsible

Name Email Department
Johanna Gollnhofer johanna.gollnhofer@sam.sdu.dk

Offered in

Odense

Level

Master

Offered in

Autumn

Duration

1 semester

Mandatory prerequisites

-

Recommended prerequisites

Students who take the subject should have a basic understanding of the concepts of brands and branding.

In the course, for the assignments and class preparation, there will be an extensive use of the SDU library facilities, especially the digital article subscriptions and databases. There should be a general understanding of the workings of these systems, the more detailed skills to negate specific subscriptions and databases will be provided in the class.

As the final assignment is a written essay, students should also have mastered the basic techniques of writing an academic assignment, while the more topic and class specific skills will be enabled in class.

Students have to have acquired English skills on a level that allows them to read and understand English academic articles, to communicate in a scientific way orally and to be able to write academic texts in English.

Aim and purpose

In the last 30 years the idea of brands as valuable intangible assets and basic prerequisites to a company’s long-term market success has been firmly established. At the same time, the ubiquitous presence of brands in society and its powerful effects on the identity and social interaction of society’s members have been taken into account of diverse social and humanistic disciplines. The purpose of the course is to have an integrative look at brands and their roles in today’s markets. This implies a use of managerial as well as more socio-cultural approaches to analyze the role of brands in markets, in people’s lives and in societies. While there can be divergent knowledge goals, the direction of the course is to argue that an integrative perspective on brands can help so diverse goals as strengthening brand equity or criticizing the social consequences of a branded personality.
The subject is based and connected on a wider understanding of globalized market & consumption systems. The general competence objective refers to the investigation, analysis, and solving managerial problems thoroughly by means of relevant academic theories and methods as well as incorporating current international research. This is connected to the critical evaluation of sources and documents and the following participation in an academic dialogue. A basic competence is then the ability to work independently (in groups as well as individually), in a structured and goal-oriented way.


Content

The purpose of the Advanced Brand Management class is achieved by discussing the following areas of study:
-Brands in an embedded perspective: e.g. different ontological perspective of brands, the origin of branding and different branding approaches
-Key branding concepts such as brand equity, brand architecture and customer satisfaction
-Specific brands: e.g. corporate brands, responsible brands, digital brands, personal brands and B-to-B brands, authenticity in branding.

While these topics can be shaped by their predominantly place of discourse, they will be discussed both from managerial as well as social perspectives.

Learning goals

The teaching will focus on the key learning objectives listed below. This is supported by the selected exam form (see section. g. below), which promotes and examines the students' knowledge, skills and competencies in the following points:

Description of outcome - Knowledge

Graduates should possess an understanding and knowledge of the most current scientific debates on brands and branding. This refers to psychological and contextual managerial brand theories, to socio-cultural theories on brands and to the relationships between the perspectives.

Description of outcome - Skills

Graduates should master the diverse analytical perspectives to brand phenomena, from psychological, cultural, sociological and critical perspectives. This includes an internal mastery of the perspectives as well as an external mastery, which refers to the critical reflexive application of the perspectives to current brand phenomena. The critical reflexive skill requires the ability to evaluate the appropriate brand perspectives based on different goals (managerial, academic, social criticism) and different brand phenomena contextualizations. Such abilities are connected to the skill of communicating the options, benefits and disadvantages of brand perspectives and their applications in oral and written forms on an academic level.

Description of outcome - Competences

The environment of brands, especially markets and market related factors, are complex, very dynamic, and hard to forecast. This requires the ability to evaluate the context dependency and appropriateness of current brand perspectives as well as the ability to adjust and modify existing theories and models in regard of changing circumstances. The graduate is then able to independently engage in brand projects in practical, managerial collaborations, as well as in wider disciplinary collaborations. Finally, the graduates take responsibility for their own professional development and specialization.

Literature

The relevant reading material will be based on a collection of three articles per class.

Teaching Method

The teaching is planned and performed in a way that supports active learning and activating teaching. Different types of activity are implemented in accordance with the principles of the Humanities model in § 14. At the beginning of the course the teacher informs the students of the plan for the study activities. Reservation is made for changes in size of groups, rooms and other practical circumstances.

To enable the students to achieve the goals for the Advanced Brand Management class, the instruction is planned so that students will be able to advance their conceptual understanding as well as the independent critical reflection skills. The format will be based on instructions, discussions, in class exercises, brand cases and student group presentations.
In terms of learning spaces, the goal for activating teaching and active learning in alignment with the goals and examination forms of the class are structured accordingly:

Learning space 1 (the teacher is present and responsible for planning):
Here the main form consists of lectures and class teaching. Further elements include reflection and discussion elements, interactive feedback and reflection elements, brainstorming sessions and case discussions.
Learning space 2 (the teacher is present, but students are responsible for planning):
The main focus here is group presentations, where students have an optional space for deciding how they want to achieve the overall task goals (in terms of style, formal elements and kind of group interactions and contributions).
Learning space 3 (the teacher is responsible for planning, but is not present):
This refers to the independent written assignment, where the overall structure is introduced and explained in the class, while students are independently organizing their assignment over the time frame of the class.
Learning space 4 (the teacher is not present and the students are responsible for planning):
Here the self-organization of the groups for their presentations is relevant, as well as optional study groups.

Workload

Scheduled classes:
3 hours a week for 15 weeks (45 hours in total).
____

Expected student workload (SAT):

Participation in lectures 45 hours
Preparation for lectures 170 hours
Compulsory activity 20 hours
Preparation for exam 30 hours
Final Exam 5 hours


Examination regulations

Exam - Exam condition + Final exam

Name

Exam - Exam condition + Final exam

Timing

Final exam
Exam: January.
Reexam: February.

The form of reexam may be subject to change.

Tests

Exam - Exam condition

Name

Exam - Exam condition

Form of examination

Compulsory assignment

Censorship

Second examiner: None

Grading

Pass/Fail

Identification

Student Identification Card - Date of birth

Language

English

Duration

Active participation in a group presentation.

The group presentation is done in groups with up to 5 students per group.

Length

Not relevant.

Examination aids

-

Assignment handover

-

Assignment handin

-

ECTS value

0

Additional information

Active participation in a group presentation in class of a subject from the course curriculum chosen by the group. The teacher decides form and time for the presentation. 

With reference to the stipulations of the grading system and taking account of the form of examination and the level of a postgraduate course, emphasis is placed on the degree to which the students’ performance lives up to the aims and objectives described above. In addition emphasis is placed in the assessment on the degree to which students have mastered the general competences described.


Additional information on reexam in the same exam term:
If the student does not pass the prerequisite, it is necessary the he/she will participate in another presentation and pass, before participating in the re-examination of the final exam. 

EKA

B150068112

Exam - Final exam

Name

Exam - Final exam

Form of examination

Home assignment

Censorship

Second examiner: None

Grading

7-point grading scale

Identification

Student Identification Card - Exam number

Language

English

Duration

Individual 5 hour take-home exam.

Length

A maximum of ten pages.
The exam is done individually.

Examination aids

All exam aids allowed.

Assignment handover

Via the course page in Blackboard.

Assignment handin

In the course page in Blackboard.

ECTS value

10

Additional information

Location: Home assignment.
Internet access: Necessary.

With reference to the stipulations of the grading system and taking account of the form of examination and the level of a postgraduate course, emphasis is placed on the degree to which the students’ performance lives up to the aims and objectives described above. In addition emphasis is placed in the assessment on the degree to which students have mastered the general competences described.

Prerequisites

Type Prerequisite name Prerequisite course
Exam B150068112, Exam - Exam condition B150068101, Advanced Brand Management

EKA

B150068102

External comment

NOTE - This course is identical with the former course 7900081 Advanced Brand Management.
Used examination attempts in the former identical course will be transferred.
Courses that are identical with former courses that are passed according to applied rules cannot be retaken.

The student is automatically registered for the first examination attempt when the student is registered for a course or course element with which one or more examinations are associated. Withdrawal of registration is not possible, and students who fail to participate in an examination have used one examination attempt, unless the University has made an exemption due to special circumstances. 
If a student does not meet the established university prerequisites for taking the exam, he or she has used one examination attempt, unless the University has made an exemption due to special circumstances.

Courses offered

Period Offer type Profile Programme Semester