Brand Strategy (EN)2021/2022
- Purpose and learning objectives
The purpose of the module is to give the student knowledge, skills and competencies in the area of Brand Strategy. The student will work with research and analysis of the brand and the surrounding world, which will culminate in developing a long-term brand strategy. The brand strategy developed in this module will be the foundation of the development of a brand identity in Module 2.Knowledge
Further the student will learn the terminology of branding and be presented to different perspectives on the field. Furthermore, the student will be introduced to project management, which the student is expected to use throughout all modules on the specialization. The student will work with a company case in the module, which will continue in Module 2, Brand Identity.
The student will gain knowledge about:Skills
- theory, methods and practice in strategic management and control.
- how to reflect on applied theory and practical strategy and management models.
The student will get the skills to:Competences
- apply the methods and tools of the subject area and the skills associated with employment in strategy and management development in the industry.
- assess practice-orientated and theoretical issues based on a strategic framework.
- communicate sustainable and profitable strategic issues and recommendations to business partners, including non-specialists.
The student will learn to:
- handle complex and development-oriented strategic issues.
- independently enter into professional and interdisciplinary strategy processes.
- identify their own learning needs and structure their own learning in relation to working with strategic development in the company.
- Type of instruction
The teaching methods in this course will be a mixture of lectures, exercises, video material and group work.
- Subject/module requirement for
Academic requirement for participation
Equipment needed to participate
The student is expected to bring a laptop. The student must have the MS Office suite installed. This can be obtained free of charge through KEA. Read more here: https://mit.kea.dk/studiehåndbog/k-o#office
The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)Prerequisites for access to the examinationThere is a prerequisite, which is stated when starting the module.Type of examOral examinationType of assignmentThe exam is based on a subject or project from specialisation module 1, 2, or 3, which the student independently selects.
The student must professionally discuss and critically take a stand on the process, method and theory. This forms the basis for the examination, as well as a dialogue about an examination question that is drawn in the examination room, where the student is tested in knowledge, skills and competencies within specialisation module 1, 2, and 3.Formal requirementsThe selected project can be both digital and physical.Individual exam or group examIndividualExam languagesDanish(Norwegian/Swedish)DurationThe duration of the oral examination is a total of 30 minutes, of which a maximum of 10 minutes is allocated to the examinee's oral presentation, 10 minutes for professional dialogue and 10 minutes for grading.Permitted exam aidsOwn notes may be brought if a copy is handed out to the examiner and external examiner at the oral examination.Available exam aidsNone.Type of evaluation7-point grading scaleExaminersInternal and External censureExam criteriaThe test is assessed on the basis of the specific learning objectives that appear in each module.Deadline for submissionAt the end of the semester. Date and time are announced on Fronter and in Wiseflow.Re-examination and re-examination due to illnessAs an ordinary test and according to current rules, cf. the curriculum.
- Preliminary literature list
This is a preliminary literature list. A final literature list will be provided in connection with study start.The curriculum is published on Fronter at the start of the module.
In the subject Brand Strategy (EN) you will receive 41 hours of instruction, which corresponds to 55 lessons (1 lesson = 45 min.) and 30% of your total workload for the subject.
The teaching primarily consists of the following activities: cases, internal lecturers, company collaboration.
The preparation primarily consists of the following activities: group work, collecting empiricism, reading the curriculum, searching for information.
Read about KEAs Study Activity Model
*KEA can deviate from the number of hours if this is justified by special circumstances