Course syllabus
Course-PM
TEK211 TEK211 Brand management lp3 VT21 (7.5 hp)
Course is offered by the department of Technology Management and Economics
Contact details
Examiner |
KAREN WILLIAMS MIDDLETON (karen.williams@chalmers.se |
Course Manager |
ANNA HOLMBERG BORKMANN (anna.holmberg.borkmann@law.gu.se) |
Course administrator |
JENNY TAGHVAI (jenny.taghvai@chalmers.se) |
Course purpose
The purpose of the course is to give the student practical and hands-on experience as well as a thorough theoretic knowledge of how brands are designed, constructed and used as intellectual assets in knowledge-based business. The course places a special emphasis on the interplay between business and legal considerations in the construction and use of brands.
Schedule
The course has block schedule C with classes on Monday 13.15-17.00, Thursday 8.00-11.45 and Friday 15.15-17.00.
Please note that changes to the schedule may occur, and that some adaptions to guest lecturers might be needed.
|
DATE |
LECTURE |
LECTURER |
|
18 Jan 13-14 |
Course intro |
Anna Holmberg Borkmann, University of Gothenburg |
|
18 Jan 14-17 |
Intro to brand management |
Anna Holmberg Borkmann, University of Gothenburg |
|
21 Jan 8-10 |
Fundamental concepts in brand management |
Anna Holmberg Borkmann, University of Gothenburg |
|
21 Jan 10-12 |
Trademark law – voluntary lecture |
Anna Holmberg Borkmann, University of Gothenburg |
|
22 Jan 15-17 |
Design law - voluntary lecture |
Anna Holmberg Borkmann, University of Gothenburg |
|
25 Jan 13-17 |
Fundamental brand elements: descriptive concept and distinctive mark |
Ulf Petrusson, University of Gothenburg |
|
28 Jan 8-10 |
Marketing law - voluntary lecture |
Anna Holmberg Borkmann, University of Gothenburg |
|
28 Jan 10-12 |
Trademark law and marketing law in practice |
Anna Holmberg Borkmann, University of Gothenburg |
|
29 Jan 15-17 |
Introduction to patent and copyright law - voluntary lecture |
Anna Holmberg Borkmann, University of Gothenburg |
|
1 Feb 13-17 |
Control of brand elements |
Anna Holmberg Borkmann, University of Gothenburg |
|
4 Feb 9.30-12 |
Brand protection and counterfeits |
Ann-Charlotte Söderlund, Gozzo Law Firm |
|
5 Feb 15-17 |
Presentations and feedback: Brand deconstruction |
|
|
8 Feb 13-17 |
Introduction to brand based business models |
Anna Holmberg Borkmann, University of Gothenburg |
|
11 Feb 8-12 |
Franchising in practice |
Jonas Ideström and Anders Fernlund, FranchiseArkitekt |
|
12 Feb 15-17 |
Basic principles of brand valuation |
Anna Holmberg Borkmann, University of Gothenburg |
|
15 Feb 13-16 |
Brand strategy and portfolio management |
Anna Holmberg Borkmann, University of Gothenburg |
|
15 Feb 16-17 |
Alumni inspiration - Brand building |
Hanna Olvenmark & Johanna Johansson, Portionen Under Tian, |
|
18 Feb 9-12 |
Managing multinational brands |
Frederick Mostert, Oxford University and King’s College |
|
19 Feb 15-17 |
Presentations and feedback: Brand based Business Models |
|
|
22 Feb 13-17 |
Differentiating brand experience |
Tony Leidenkrantz, Leidenkrantz & Partners |
|
25 Feb 8-12 |
Brand management in practice |
Alice Hedlund, Lynxeye |
|
26 Feb 15-17 |
Exercises in preparation of final exam |
Anna Holmberg Borkmann, University of Gothenburg |
|
1 Mar 13-16 |
Brand communication |
Joakim Hökegård, High Q |
|
1 Mar 16-17 |
Alumni inspiration - Brand building |
Adam Lindberg, Nufferton |
|
4 Mar 9-12 |
Branding strategy in multinational corporations |
Jan de Visser and Alexmarie Alberto, Philips |
|
5 Mar 15-17 |
Brand communication |
TBA |
|
8 Mar 13-17 |
Ethics in branding |
Frida Berlin & Michaela Ahlberg, Getinge |
|
11 Mar 8-12 |
Presentations and feedback: Brand strategy development |
|
|
12 Mar 15-17 |
Voluntary Q&A for final exam |
Anna Holmberg Borkmann, University of Gothenburg |
Course literature
Books
Keller, K.L., Apéria, T. and Georgson, M. (2012). Strategic Brand Management – A European Perspective. 2nd ed. FT Prentice Hall.
Articles
Additional articles and a reading guide will be presented on Canvas.
Course design
The course has a simulated company environment based on role-play pedagogy, in which the students perform branding-related tasks of various length and complexity. The students also work with real companies on brand related challenges from a strategy perspective. In addition to this there are supporting lectures, which, together with the literature, provide the theoretical fundament needed to achieve excellent results throughout the simulations.
Lecturers involved
|
LECTURER |
LECTURE |
|
Anna Holmberg Borkmann, University of Gothenburg |
Course intro |
|
Anna Holmberg Borkmann, University of Gothenburg |
Intro to brand management |
|
Anna Holmberg Borkmann, University of Gothenburg |
Fundamental concepts in brand management |
|
Anna Holmberg Borkmann, University of Gothenburg |
Trademark law |
|
Anna Holmberg Borkmann, University of Gothenburg |
Design law |
|
Ulf Petrusson, University of Gothenburg |
Fundamental brand elements: descriptive concept and distinctive mark |
|
Anna Holmberg Borkmann, University of Gothenburg |
Marketing law |
|
Anna Holmberg Borkmann, University of Gothenburg |
Trademark law and marketing law in practice |
|
Anna Holmberg Borkmann, University of Gothenburg |
Introduction to patent and copyright law |
|
Frederick Mostert, Oxford University and King’s College |
Managing multinational brands |
|
Anna Holmberg Borkmann, University of Gothenburg |
Control of brand elements |
|
Anna Holmberg Borkmann, University of Gothenburg |
Introduction to brand based business models |
|
Anna Holmberg Borkmann, University of Gothenburg |
Basic principles of brand valuation |
|
Jonas Ideström and Anders Fernlund, FranchiseArkitekt |
Franchising in practice |
|
Tony Leidenkrantz, Leidenkrantz & Partners |
Differentiating brand experience |
|
Alice Hedlund, Lynxeye |
Brand management in practice |
|
Ann-Charlotte Söderlund, Gozzo Law Firm |
Brand protection and counterfeits |
|
Anna Holmberg Borkmann, University of Gothenburg |
Brand strategy and portfolio management |
|
Joakim Hökegård, High Q |
Brand communication |
|
Jan de Visser and Alexmarie Alberto, Philips |
Branding strategy in multinational corporations |
|
Frida Berlin & Michaela Ahlberg, Getinge |
Ethics in branding |
|
Marie Murphy, Forsman & Bodenfors |
Brand communication |
|
Anna Holmberg Borkmann, University of Gothenburg |
Brand strategy |
Learning objectives and syllabus
Learning objectives:
- Define and explain trademarks and other intellectual property rights as tools and building blocks for competitive positions in utilization processes as well as business creation processes.
- Explain and critically discuss how trademarks and other intellectual property rights contributes to value creation in utilization processes and business creation processes.
- Be able to apply trademark and other intellectual property information sources to identify and construct intellectual assets and creations as property and portfolios of property for controllable communication processes and communication strategies.
- Be able to apply intellectual property and other information sources to evaluate intellectual assets and creations as competitive resources and positions in product and service markets.
- Evaluate how intellectual creations in the form of intellectual property portfolios contributes to sustainable utilization processes and sustainable business development.
- Analyze and evaluate ethical and moral approaches in relation to brand design, marketing communication and marketing strategies for tech-based innovation processes.
Link to the syllabus on Studieportalen:
Examination form
The students are graded on their performances in the form of written hand-ins, oral presentations and a final exam.The course includes the following mandatory examination events, combining for a total maximum score of 30 points:
|
EXAMINATION |
FORMAT |
DATE |
MAX SCORE |
|
Assessing trademarks |
Group/written |
Fri 29th Jan |
Pass/Fail |
|
Brand deconstruction |
Group/oral+written |
Fri 5th Feb |
Pass/Fail |
|
Brand based business models |
Group/oral+written |
Fri 19th Feb |
Pass/Fail |
|
Brand communication |
Group/written |
Tue 9th Mar |
Pass/Fail |
|
Brand strategy development |
Group/oral+written |
Thu 11th Mar |
Pass/Fail |
|
Final exam |
Individual/written |
Tue 16th Mar |
30 points |
There are no limitations on support documentation or tools.
The final exam will be a digital home exam. If a student misses an examination deadline or a mandatory oral presentation, the student will be offered a written re-take assignment or re-exam.
A student has the right to request a change of examiner if failed twice on the same exam, if this is practically possible. Such a request should be put forward in writing and addressed to the department.
Grades
The limit for passing the course is minimum 40% or pass on each individual examination.
24-30 points: Grade 5
18-23 points: Grade 4
12-17 points: Grade 3
Course evaluation and development
The course will have one or several student course representative(s). They act as eyes and ears of the student group and communicate with the course faculty. During and after the course they will participate in meetings with the faculty. Notes from these meetings will be published on Canvas.
At the end of the course an on-line questionnaire will be sent out to all course participants. In order to have useful course feedback it is important that everyone responds to the questionnaire. The questionnaire will act as basis for the final course evaluation meeting, where course management and student representative(s) will be present.
Contact information
Anna Holmberg Borkmann, anna.holmberg.borkmann@law.gu.se. You can also post questions in Canvas.