ME2024 Industrial Marketing, Advanced Course 6.0 credits
This course has been discontinued.
Last planned examination: Spring 2000
Decision to discontinue this course:
No information insertedContent and learning outcomes
Course contents
- Strategic and tactic marketing management
- Strategic Brand management, a management approach that has grown to challenge traditional models of product management and industrial production, is a particular focus of the course.
- Brand Building, including core value and identity implementation
- Brand Leveraging Brand Extensions, co-branding and ingredient branding
- Franchising and licensing for entering foods and fmcg-goods
- Complex brand architecture for high-tech brands
- Buyer behaviour in industrial and end-consumer markets.
- Implementation activities in marketing
Intended learning outcomes
After this course the participant will be able to:
(Segment markets and position industrial brands.
Develop coherent brand architecture for industrial and consumer brands.
(Select partners on relevant criteria for co-branding and ingredient branding ventures.
The aim of the course is to deepen the participants understanding of strategic brand management, and marketing within industrial and consumer markets. The course takes an holistic approach to marketing and brand management. Contemporary marketing trends and downstream brand management strategies are important topics.
Literature and preparations
Specific prerequisites
Industrial Management, basic course or equivalent.
Exemption for those students in program CMATD, who have read the course MH1021 in autumn 2009 or 2010.
Recommended prerequisites
Industrial Management, basic course or equivalent.
Equipment
Literature
Tybout and Calkins ed (2005) Kellogg on Branding, Wiley, USA.
Uggla, H (2005) Creating Brand Alliances, PhD Brand Management Publishing Group.
Aaker and Joachmimstahler, The Brand relationship Spectrum
Examination and completion
If the course is discontinued, students may request to be examined during the following two academic years.
Grading scale
Examination
- SEMA - Seminars, 3.0 credits, grading scale: P, F
- TENA - Examination, 3.0 credits, grading scale: A, B, C, D, E, FX, F
Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.
The examiner may apply another examination format when re-examining individual students.
Opportunity to complete the requirements via supplementary examination
Opportunity to raise an approved grade via renewed examination
Examiner
Ethical approach
- All members of a group are responsible for the group's work.
- In any assessment, every student shall honestly disclose any help received and sources used.
- In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.
Further information
Course room in Canvas
Offered by
Main field of study
Education cycle
Add-on studies
ME2025, ME2026
Contact
Supplementary information
Replaces 4D1152.