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Syllabus for

Academic year
TEK210 - Brand management
 
Syllabus adopted 2012-02-24 by Head of Programme (or corresponding)
Owner: MPBDP
7,5 Credits
Grading: TH - Five, Four, Three, Not passed
Education cycle: Second-cycle
Major subject: Industrial Engineering and Management
Department: 45 - TECHNOLOGY MANAGEMENT AND ECONOMICS


Teaching language: English
Block schedule: C

Course module   Credit distribution   Examination dates
Sp1 Sp2 Sp3 Sp4 Summer course No Sp
0107 Laboratory 7,5 c Grading: TH   7,5 c    

In programs

MPBDP ENTREPRENEURSHIP AND BUSINESS DESIGN, MSC PROGR, Year 1 (elective)

Examiner:

Professor  Ulf Petrusson



  Go to Course Homepage

Eligibility:

For single subject courses within Chalmers programmes the same eligibility requirements apply, as to the programme(s) that the course is part of.

Course specific prerequisites

Students who are admitted to the Entrepreneurship and Business Design program - IP track (ICM), are given prioritized placement in the course due to program requirements, including strong integration with the laboratory-based pedagogy. Any remaining spaces in the course are open for other eligible applicants, i.e. individuals that are generally eligible to attend elective courses at Chalmers in their fourth year.

Aim

The purpose of the course is to give the student practical and hands-on experience as well as a thorough theoretic knowledge of how intellectual property rights, particularly trademark rights, copyrights and design rights, are used to create and design brand identities of companies, products, and other phenomena. In the course a commercial and business-oriented approach is emphasized.

Learning outcomes (after completion of the course the student should be able to)


- Be familiar with and understand fundamental concepts in marketing and branding literature, such as target markets, segmentation, positioning, brand awareness, brand identity, brand image and brand equity.
- Evaluate, design and use descriptive terminology around intellectual concepts as a way to conceptualize and strategically position innovations, ventures and markets.
- Evaluate, design and use trademarks and other legal instruments, as tools to conceptualize and strategically claim innovations and ventures.
- Define, create and interpret a corporate brand as a communicative vehicle for ethical, corporate, and product-related values and beliefs.
- Design and communicate a brand-based business model and franchising agreement.
- Evaluate, build and strategically manage a brand portfolio.
- Understand the fundamental principles and challenges in brand valuation.

Content

The goals of this simulation are accomplished by giving the students a holistic picture of the role that intellectual property plays in the process of creating a commercial identity. Students then get the opportunity to practice their skills both in virtual and real settings. This includes training in qualitative brand evaluation, trademark creation, trademark application and prosecution processes and holistic brand portfolio management.

Organisation

The course is built around a simulated company environment based on role-play pedagogy, where the students actually construct IP (Intellectual Property) and IP strategies. The course main content is connected to a Brand Creation Lab. The lab is based on a number of different simulations of various length and complexity. Combined with the simulations there is a number of related lectures. These will serve as the theoretical fundament, together with the literature, that is needed in order to accomplish excellent results throughout the simulations.

Literature

See separate document.

Examination

The students are graded on their performances in the form of written hand-ins and oral presentations.


Page manager Published: Mon 28 Nov 2016.