This course provides an interdisciplinary overview of brand management. The topics covered in this course provide a firm foundation in many facets of branding and enable students to carry scientific research on up-to-date topics in the branding field by using state-of-the-art research methods and techniques.

Discuss with students about existing models and theories related with brand management. Provide students with resources and capabilities to measure brand related outcomes (e.g., brand positioning). Give students real examples and cases of brand management practices (e.g., guest speakers from industry and academia). Contribute to student's team work skills on brand management projects

This course provides an interdisciplinary overview of brand management.

Keller and Swaminathan (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity, 5th Global Edition. Pearson Heding, T., Knudtzen, C. F., & Bjerre, M. (2009). Brand Management: Research, Theory and Practice. Routledge.

Classes will be highly interactive, using articles from marketing, consumer research, and branding top journals and managerial reports.

Compliant students: 1/3 group project 2/3 final written exam Not-Compliant students: 100% written exam

none in particular