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FME3514 Brand Management Paradigms 10.0 credits

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Information per course offering

Course offerings are missing for current or upcoming semesters.

Course syllabus as PDF

Please note: all information from the Course syllabus is available on this page in an accessible format.

Course syllabus FME3514 (Spring 2019–)
Headings with content from the Course syllabus FME3514 (Spring 2019–) are denoted with an asterisk ( )

Content and learning outcomes

Course contents

This course is structured into five main areas

  • Brand Building (Brand identify and Brand positioning)
  • Brand Leveraging (line extensions, brand extensions and brand alliances)
  • Brand Equity (Psychological and Financial Means of Brand Valuation)
  • Brand Portfolio Strategy (Resource Allocation to Different Brands)
  • Discourse critical and radical perspectives on brands.

Intended learning outcomes

After the course, the PhD student should have:

  • internalized deep knowledge about the four base paradigms within Strategic Brand Managment; Brand Buiding (Brand identity and Positioning) Brand Equity (Phychological and Financial Brand Equity), Brand Leveraging (line extensions, brand extensions and co-branding) and brand portfolio management (brand system and brand architecture management).
  • Should be able to develop a brand portfolio plan with resource allocation to different brands
  • Beyond this level, the student should also have insight in more recent developments within luxury brand management and the impact on brand management of the internet.  Beyond the normative pradigms, the student should also be able to express a normative critic of brands and a radical cultural critic.
  • Should be able to formulate a substantial normative as well as cultural critique on the conventions of brand management.

Literature and preparations

Specific prerequisites

At least 20 university credits in marketing, strategic brand management or industrial marketing.

Recommended prerequisites

At least 20 university credits in marketing, strategic brand management or industrial marketing. Places at this course is limited to 12 persons.

Literature

You can find information about course literature either in the course memo for the course offering or in the course room in Canvas.

Examination and completion

Grading scale

P, F

Examination

  • INL1 - Assignment, 10.0 credits, grading scale: P, 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.

If the course is discontinued, students may request to be examined during the following two academic years.

Other requirements for final grade

Written scientific report on a main topic and oral in calss presentation.

Examiner

Profile picture Henrik Uggla

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

Registered students find further information about the implementation of the course in the course room in Canvas. A link to the course room can be found under the tab Studies in the Personal menu at the start of the course.

Offered by

ITM/Industrial Economics and Management

Education cycle

Third cycle

Postgraduate course

Postgraduate courses at ITM/Industrial Economics and Management