ME2604 Advanced Industrial Marketing 6,0 hp
Advanced Industrial Marketing
The course covers:
- 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
| Kursnivå (A-D) | C | Huvudområde | Industriell ekonomi |
| Utbildningsnivå | 2 | Betygsskala | A, B, C, D, E, FX, F |
HT09 för programstuderande
| Perioder | 2 | Anmälningskod | 70987 |
| Kursen startar | Kursen slutar | ||
| Undervisningsspråk | Engelska | Campus | KTH Campus |
| Kurstakt | 50% | Undervisningstid | Dagtid |
| Antal platser * | Min. 5 | Undervisningsform | NML |
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*)
Kurstillfället kan komma att ställas in om antalet anmälda är för få. |
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| Kursansvarig | Henrik Uggla | ||
| Lärare | Henrik Uggla, henrik.uggla@indek.kth.se, +46 8 790 87 34 | ||
| Målgrupp | Erasmus Mundus IMIM-studenter |
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Kursmål
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.
Kursinnehåll
- 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
Behörighet
Student som är går Masterprogrammet Industrial Management inom Erasmus Mundus-programmet.
Endast för IMIM-studenter.
Rekommenderade förkunskaper
Bara för TIMAM. Inte för utbytesstudenter.
Litteratur
Mohr, J. (2001, latest ed) Marketing of High-Technology Products and Innovations. Prentice-Hall. Uggla, H (2005) Creating Brand Alliances, PhD Brand Management Publishing Group.
Examination
- SEM1 - Seminarier, 3,0 hp, betygsskala: P, F
- TEN1 - Tentamen, 3,0 hp, betygsskala: A, B, C, D, E, FX, F
Tentamen måste skrivas på engelska för att bli rättad av läraren. Den är ogiltig om den besvaras på annat språk.
Krav för slutbetyg
Assessment of group project and case analyses, written exam. Written examination.
Ges av
ITM/Industriell ekonomi och organisation
Kontaktperson
Henrik Uggla, henrik.uggla@indek.kth.se, +46 8 790 87 34
Examinator
Henrik Uggla
Övrig information
Types of teaching: Lectures, comprehensive group project, and case seminars.
Etablerad 2007-05.
Endast för IMIM-studenter.
Versionsinformation
Kursplan giltig från och med HT09.
