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Before choosing courseME2024 Industrial Marketing, Advanced Course 6.0 creditsAdministrate About course

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.

Course offering missing for current semester as well as for previous and coming semesters
* Retrieved from Course syllabus ME2024 (Autumn 2011–)

Content 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.

Course Disposition

No information inserted

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

No information inserted

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

A, B, C, D, E, FX, F

Examination

  • SEMA - Seminars, 3,0 hp, betygsskala: P, F
  • TENA - Examination, 3,0 hp, betygsskala: 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

No information inserted

Opportunity to raise an approved grade via renewed examination

No information inserted

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 web

Further information about the course can be found on the Course web at the link below. Information on the Course web will later be moved to this site.

Course web ME2024

Offered by

ITM/Industrial Economics and Management

Main field of study

Industrial Management

Education cycle

Second cycle

Add-on studies

ME2025, ME2026

Contact

Henrik Uggla, henrik.uggla@indek.kth.se, +46 8 790 87 34

Supplementary information

Replaces 4D1152.