Strategic Brand Management

Brands define and differentiate organisations, drive performance and even shape the marketplace. In this elective, students will be introduced to the fundamental concepts in brands and branding. They will find out how brand managers cultivate a brand position that resonates with consumers and sets them apart from competition, how brands can inform innovation and how design brings value to the process of branding. They will learn about the strategic and tactical decisions brand managers face in building and managing brands to maintain relevance and fuel growth.

The learning objectives of the course are assessed through the group assignment and an exam. The grade of the group assignment will be adjusted for individual contribution based on peer assessment of group members' contribution to the process and end result. It counts for 70% of the final grade and the exam counts for 30% of the final grade.

Students will receive formative feedback on their group assignment at the presentations and feedback sessions. Midway through the course, groups will be offered the opportunity to submit a draft report, should they wish to receive more targeted feedback.