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Syllabus for

Academic year
TEK211 - Brand management
 
Syllabus adopted 2015-02-18 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
Open for exchange students
Block schedule: C

Course module   Credit distribution   Examination dates
Sp1 Sp2 Sp3 Sp4 Summer course No Sp
0113 Laboratory 3,0 c Grading: UG   3,0 c    
0213 Examination 4,5 c Grading: TH   4,5 c   15 Mar 2016 am EKL,  05 Apr 2016 am H,  15 Aug 2016 pm SB

In programs

MPBDP ENTREPRENEURSHIP AND BUSINESS DESIGN, MSC PROGR, Year 1 (elective)
MPSCM SUPPLY CHAIN MANAGEMENT, MSC PROGR, Year 2 (elective)
MPMEI MANAGEMENT AND ECONOMICS OF INNOVATION, MSC PROGR, Year 2 (elective)

Examiner:

Bitr professor  Mats Lundqvist
Professor  Ulf Petrusson


Replaces

TEK210   Brand management


Eligibility:


In order to be eligible for a second cycle course the applicant needs to fulfil the general and specific entry requirements of the programme that owns the course. (If the second cycle course is owned by a first cycle programme, second cycle entry requirements apply.)
Exemption from the eligibility requirement: Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling these requirements.

Course specific prerequisites

Students who are admitted to the Entrepreneurship and Business Design program 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 (fourth grade).

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 brands are designed, constructed and used as assets in knowledge-based business. The course places special emphasis on the interplay between business and legal considerations in the construction and use of brands.

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

1.    Demonstrate knowledge of fundamental concepts in branding literature, such as brand awareness, brand recognition, brand identity, brand image and brand equity
2.    Identify and evaluate the various intellectual assets of a brand, and the control position of these.
3.    Evaluate the content and strength of a brand through mapping of the brand's mental customer associations.
4.    Evaluate a brand's positioning, as well as design and select brand elements to establish a desired positioning
5.    Evaluate, design and use descriptive terminology as a way to conceptualize and position innovations and ventures.
6.    Evaluate, design and use trademarks as tools to conceptualize and claim innovations and ventures.
7.    Demonstrate knowledge of alternative ways of leveraging an established brand.
8.    Demonstrate knowledge of central aspects of communication and public relations in relation to brand management.
9.    Evaluate and design various brand-based business models.
10.  Evaluate and design an architecture and strategy for a portfolio of brands.

Content

The learning outcomes are accomplished by giving the students a holistic picture of the field of brand management, with special emphasis on the role intellectual property plays in the process of creating a commercial identity. Students get the opportunity to practice their skills in both virtual and real company settings, including training in qualitative brand evaluation, trademark design and prosecution, design of brand-based business models and holistic brand portfolio strategy. The course includes both group assignments and an individual final exam.

Organisation

The course is built around both simulated and real company environments based on role-play pedagogy, in which the students perform branding-related tasks of various length and complexity. In addition to these simulations there are supporting lectures which, together with the literature, provide the theoretical fundament needed to achieve excellent results throughout the simulations.

Literature

See separate document.

Examination

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


Page manager Published: Mon 28 Nov 2016.