Course content

• Introduction to brand management
• Effects of brand management for companies and consumers
• Development of brands
• Brand evaluation
• Brand positioning
• Brand development strategies and cooperation
• Brand communication
• Brand management and sustainability
• Product design as an important part of Brand management
• Brand Management B2B

Learning outcome

Knowledge:

• Know of brand management in a historical perspective
• Good knowledge about main theories for strategic brand development and management
• Good knowledge of the function of brand management for companies and consumers
• Know of the relation between brand management and a sustainable business development
• Understand the important role of product design in brand management
• Know of recent scientific results in brand management

Skills:

• Ability to use main theories from strategic brand management in companies
• Ability to evaluate perspectives and make decisions on brand management according to a sustainable business development
• Ability to find sources for expanding own knowledge in brand management

General competence:

• Understand, communicate and discuss main theories on the subject.
• Discuss and consider dilemmas related to brand management and sustainability

Learning methods and activities

Lectures (on campus or video), group work, exercise, tutoring and compulsory exercise. Lectures can be given in both Norwegian and English.

One compulsory work as group work. Attendance may be required as part of the compulsory work. The compulsory work has to be approved before the student can meet for examination.

Compulsory assignments

• Approved exercises

Specific conditions

Course materials

Samuelsen, B.M, Peretz, A. og L.E. Olsen (2019) Merkevareledelse, 2. utgave, Oslo: Cappelen Damm Akademisk If new and updated book is available before the spring semester 2023 starts, the new edition will be the course book. A selection of research articles will be included in the course material.

Credit reductions