Course syllabus

Course-PM

TEK211 TEK211 Brand management lp3 VT22 (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	BILLY JÖRGENSEN (billy.jorgensen@gu.se)
Course administrator	CARINA JOGEVIK (carina.jogevik@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 and Thursday 8.00-11.45 (the session on Fridays 15.15-17.00 will be used primarily for individual studies and group work). The schedule can be found in TimeEdit.

Please note that changes to the schedule may occur, and that some adaptions to guest lecturers might be needed. 

Course literature

Books 


Keller, K.L., Apéria, T. and Georgson, M. (2012). Strategic Brand Management – A European Perspective. 2nd ed. FT Prentice Hall.

Or, as an alternative:

Keller, K. and Swaminathan, V., (2019) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson.

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
Billy Jörgensen, University of Gothenburg	Course intro
Billy Jörgensen, University of Gothenburg	Intro to brand management
Billy Jörgensen, University of Gothenburg	Fundamental concepts in brand management
Linnéa Hedström, LEK IP	Trademark law
Linnéa Hedström, LEK IP	Design law
Ulf Petrusson, University of Gothenburg	Fundamental brand elements: descriptive concept and distinctive mark
Linnéa Hedström, LEK IP	Marketing law
Linnéa Hedström, LEK IP	Trademark law and marketing law in practice
Christoffer Hermansson, University of Gothenburg	Introduction to patent and copyright law
Lisa Rythén Larsson	Control of brand elements
Billy Jörgensen, University of Gothenburg	Introduction to brand based business models
Jonas Ideström and Anders Fernlund, FranchiseArkitekt	Franchising  in practice
Martin Palmcrantz, Lynxeye	Brand management in practice
Billy Jörgensen, University of Gothenburg	Brand strategy and portfolio management
TBA	Brand communication
Jan de Visser and Alexmarie Alberto, Philips	Branding strategy in multinational corporations
Frida Berlin & Michaela Ahlberg, Getinge	Ethics in branding

Schedule

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

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:

Study plan

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
Brand deconstruction	Group/oral+written	Thu 10th Feb	Pass/Fail
Brand strategy development	Group/oral+written	Mon 7th Mar	Pass/Fail
Final exam	Individual/written	Tue 15th 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

Billy Jörgensen, email. You can also post questions in Canvas.