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ME2024 Industrial Marketing, Advanced Course 6.0 credits

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Information per course offering

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Course syllabus as PDF

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

Course syllabus ME2024 (Autumn 2011–)
Headings with content from the Course syllabus ME2024 (Autumn 2011–) are denoted with an asterisk ( )

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.

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.

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

Grading scale

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

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.

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

Examiner

No information inserted

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

Main field of study

Industrial Management

Education cycle

Second cycle

Supplementary information

Replaces 4D1152.