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Syllabus for

Academic year
TEK211 - Brand management
Hantering av varumärkesidentiteter
Syllabus adopted 2021-02-26 by Head of Programme (or corresponding)
Owner: MPBDP
7,5 Credits
Grading: TH - Pass with distinction (5), Pass with credit (4), Pass (3), Fail
Education cycle: Second-cycle
Main field of study: Industrial Engineering and Management

Teaching language: English
Application code: 07124
Open for exchange students: Yes
Block schedule: C

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 2022 am J,  08 Jun 2022 am J,  15 Aug 2022 pm J

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Karen Williams Middleton

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General entry requirements for Master's level (second cycle)
Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling the requirements above.

Specific entry requirements

English 6 (or by other approved means with the equivalent proficiency level)
Applicants enrolled in a programme at Chalmers where the course is included in the study programme are exempted from fulfilling the requirements above.

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).


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 technology-based and knowledge-based business and innovation. 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)

- Define and explain trademarks and other intellectual property rights as tools and building blocks for competitive positions in utilization processes as well as business creation processes.
- Explain and critically discuss how trademarks and other intellectual property rights contributes to value creation in utilization processes and business creation processes.
- Be able to apply trademark and other intellectual property information sources to identify and construct intellectual assets and creations as property and portfolios of property for controllable communication processes and communication strategies.
- Be able to apply intellectual property and other information sources to evaluate intellectual assets and creations as competitive resources and positions in product and service markets.
- Evaluate how intellectual creations in the form of intellectual property portfolios contributes to sustainable utilization processes and sustainable business development.
- Analyze and evaluate ethical and moral approaches in relation to brand design, marketing communication and marketing strategies for tech-based innovation processes.


The purpose of the course is to provide practical and theoretical knowledge in order to identify and establish distinctive marks in relation to tech-based innovations and to manage communication processes such as project management, collaboration, market structures, product development and other communicable phenomena and constructions. The course is based on intellectual property law constructions (trademark protection, copyright and design rights) and other legal tools (including marketing and contract law) to design relevant control and utilizing strategies, necessary for entrepreneurs and people in leadership to be able to make informed decisions for the business or project undertaking.


The teaching is conducted through lectures, seminars and group work. Students mainly work to identify and evaluate the concept of distinctive marks, as well as to construct capability to control brand-based concept. The course focus on group work where students form multidisciplinary study groups based on role-play pedagogy focusing on roles, capabilities and norms in simulated innovation environments. Lectures together with course literature provides the theoretical basis for the group work.


See separate document.

Examination including compulsory elements

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

The course examiner may assess individual students in other ways than what is stated above if there are special reasons for doing so, for example if a student has a decision from Chalmers on educational support due to disability.

Page manager Published: Mon 28 Nov 2016.