All programmes > Brand Management

Brand Management (B-KUL-D0R42A)

6 ECTSEnglish36 Second termCannot be taken as part of an examination contract
Edeling Alexander
OC Toegepaste economische wetenschappen FEB Campus Leuven

Aims

Upon completion of this course, the student is able to:

  • Understand theories, concepts and methods within brand management.
  • Explain how the core concept of brand equity can be conceptualized and measured.
  • Understand essential challenges managers face in building and managing strong brands and derive managerial recommendations.
  • Understand basic questions of brand portfolio management and derive managerial recommendations.
  • Reflect on the relationship between intangible assets (including brands) and the financial value of firms.
  • Realize how emerging trends (e.g., digitization, sustainability) affect brand-related decisions.

Previous knowledge

At the beginning of this course the student should know the basic concepts of marketing, as illustrated in for example an introductory course of marketing. In addition, the student should have basic knowledge of multivariate research methods and statistics.

Is included in these courses of study

Activities

6 ects. Brand Management (B-KUL-D0R42a)

6 ECTSEnglishFormat: Lecture36 Second term
Edeling Alexander
OC Toegepaste economische wetenschappen FEB Campus Leuven

Content

Brands are one of the most valuable (intangible) firm assets. Thus, they can provide firms with an enduring competitive advantage. Nevertheless, building and managing strong brands is a difficult challenge. How to successfully master this challenge is the central theme of the course Brand Management.

The following themes will be covered:

  • The concept of brands (definition, function, strategic consideration)
  • The core concept of brand equity (customer-based and financial)
  • Building of brand equity
  • Management of brands and brand portfolios
  • The role of brands within the marketing-finance interface
  • Emerging trends in brand management

Course material

Slides, academic and press articles as well as relevant book chapters will be provided via Toledo.

Format: more information

The standard lecture is generally accompanied by the following instructional formats and learning activities:

  • Interactive discussion of course content
  • Guest lectures by experts from industry and research
  • Students’ preparation of scientific papers, real world cases and press articles in preparation for the interactive lectures
  • In-class polls to monitor the learning progress of students

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Evaluation

Evaluation: Brand Management (B-KUL-D2R42a)

Type : Partial or continuous assessment with (final) exam during the examination period
Description of evaluation : Written, Paper/Project, Self assessment/Peer assessment
Type of questions : Open questions
Learning material : None

Explanation


FEATURES OF THE EVALUATION

The student will be evaluated on basis of (1) a group assignment and (2) a written closed book exam with open-ended questions. The evaluation for the group assignment may include a peer evaluation.

 

DETERMINATION OF FINAL GRADES

The grades are determined by the lecturer as communicated via Toledo and stated in the examination schedule. The result is calculated and communicated as a number on a scale of 20. 

25% of the grade is determined by the group assignment and 75% is determined by the written exam.

If the student does not participate in the group assignment, the student receives NA (not taken) for the entire course.

Information about retaking exams

The features of the evaluation and/or the determination of grades for the second examination opportunity are identical to the fist examination opportunity.

When the student has to redo the group assignment, an alternative individual assignment will be provided.