Brand & Product Management

Faculteit Economie en Bedrijfskunde
Jaar 2018/19
Vakcode EBM073A05
Vaknaam Brand & Product Management
Niveau(s) master
Voertaal Engels
Periode semester I b
Rooster rooster

Uitgebreide vaknaam Brand & Product Management
Leerdoelen Upon completion of the course the student is able to:
1. explain the essence of branding and to apply state-of-the-art branding theories;
2. conduct a brand audit and articulate strategic and tactical recommendations to (re)direct a brand into the future;
3. explain the critical role of consumer's motives, cognition & emotion in assessment of branding strategies and in building brand equity;
4. explain how to manage and monitor brands as critical resources overtime (e.g., their extension, etc.), from the corporate perspective;
5. investigate and assess brand equity, based on both qualitative and quantitative research and provide solutions;
6. explain the importance of and utilize digital media and/or CSR in building, managing, and monitoring brands.
Omschrijving One of the most valuable assets of firms concern the brand names associated with their goods and services. A Coca-Cola executive once stated:

“The reason Coca-Cola is so valuable is because of the ideas, perceptions, and expectations about the brand that consumers all over the world carry around in their heads. So much so that if the company were to lose all its production-related assets in a disaster, it would survive; but if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”

Brand & Product Management addresses important brand decisions faced by an organization. Particular emphasis is placed on understanding the psychological principles at the customer level that will improve managerial decision-making regarding brands. Furthermore, specific attention will be given to the critical role of product management in the branding process. Finally, the importance of digital media in building, managing, and monitoring brands will be addressed. This course is designed to increase the understanding of the important issues in planning and evaluating brand strategies; to provide the appropriate theories, models, and tools to make better branding decisions; and to offer a forum for students to apply these principles. For example, the students will apply these principles as part of a case project as well as during their participation in the international L’Oréal Brandstorm competition. At the end of the course, students should be able to explain the importance of brands, and be knowledgeable about and able to apply instruments to create, monitor, and manage brands.
Uren per week 3
Onderwijsvorm hoor- en werkcolleges
Toetsvorm schriftelijk tentamen met meerkeuzevragen
(en open vragen. Peer assessment. Groepsopdrachten en groepspresentaties)
Vaksoort master
Coördinator M. Moeini Jazani
Docent(en) M. Moeini Jazani
Verplichte literatuur
Titel Auteur ISBN Prijs
Strategic Brand Management, global edition. Keller, K.L. 9780273779414 €  70,00
Use of articles from top level scientific journals, such as Journal of Product Innovation Management and Journal of Marketing
Opmerkingen Secretariaat vakgroep Marketing, tel.: 050 3637065, e-mail:, kamer: DUI 334.
Opgenomen in
Opleiding Jaar Periode Type
DD MSc Marketing-Intelligence - Münster University MIS/MF, Münster (2-jarig)  (keuzevakken voor studenten uit Münster) 2 semester I b keuze
DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (keuzevakken voor studenten uit Oslo) 2 semester I b keuze
MSc Marketing  (keuzevakken A Marketing Management) 1 semester I b keuze
MSc Marketing  (keuzevakken Marketing Intelligence) 1 semester I b keuze