Aims

This course evaluates the following learning outcomes:

The student

1.7. (SMM) the student can execute a brand audit and uses the results to offer recommendations to strategic marketing managers

2.5 (SMM) the student can recommend an effective brand strategy for products and services based on insights derived from marketing intelligence and analytics

3.8 (SMM) the student examines and criticizes qualitative and quantitative research methods used to measure brand knowledge, attitude, awareness, image, and relationships, among others

3.9 (SMM) the student can offer an overview of customer-based brand equity (CBBE)

3.10 (SMM) the student identifies the various stages of  strategic brand management and offers an overview of iets major challenges and possibilities

8.1 formulates, as a member of a team, the interdisciplinary problem that is at the basis of the project, analyses the content of the project, the circumstances surrounding the project and factors that will influence the course of the project, and uses this information to formulate the (general) goals of the project. 

8.2 organises, as a member of a team, the project and sets up a detailed and realistic plan, taking into account the context of the question, the scope of the project, the conditions, the limitations, the expected quality and the means available. 

8.3 follows, both individually and as a member of a team, the arranged plans and applies time management techniques. 

8.4 takes responsibility for his/her role in the team and carries out his/her part of the project on time. 

8.5 assesses, as a member of a team, the project, monitors the progress of the project, deals with uncertainty, gives feedback and formulates points of action and points of improvement throughout the project.

8.6 participates constructively in meetings with the team and with others who are involved in the project.

8.7 assesses his/her own input critically and evaluates, as a member of a team, the course and the result of the project. 

9.1 informs experts and laymen correctly and structurally on his/her general and/or specialised knowledge, both in speaking and writing.

9.2 chooses and uses the appropriate communication channels and means and adjusts both the communication content and style to the audience and the communication goal. 

9.5 is aware that communication is a two-way street, asks for and anticipates input or feedback of the supervisor(s), listener(s) or reader(s). 

11.1 is aware of the rapidly evolving knowledge society that he/she will enter and therefore understands the need for maintenance and improvement of acquired knowledge, skills and competences and acquisition of new knowledge, skills and competences. 

11.2 is willing to improve his/her knowledge, skills and competences in order to shape his/her life professionally, personally, socially and civilly. 

Brands are everywhere in modern society, they are strategic assets that can provide organisations a competitive advantage. This course focuses on the managerial strategic perspective: how to manage brands? Different topics will be discussed. For the discussion, we will use a handbook and the academic literature (classic and recent research papers / journal articles.

Previous knowledge

If you want to follow this course, it is recommended to have completed the following courses first, Introduction to Marketing/ Principles of Marketing.

Is included in these courses of study

• Master in de handelswetenschappen (dag + avond, programma voor studenten gestart vóór 2024-2025) (Brussel) 60 ects.
• Master in de handelswetenschappen (dag + avond, programma voor studenten gestart vóór 2024-2025) (Brussel) (Specialisatie strategisch marketing management) 60 ects.
• Master of Business Administration (Brussels) (Track Strategic Marketing Management) 60 ects.
• Courses for Exchange Students Faculty of Economics and Business (Brussels)
• Master in de handelswetenschappen (programma voor studenten gestart in 2024-2025 of later) (Brussel) 60 ects.