Copenhagen School of Design and Technology


Brand Management (EN)

Speciality direction: Brand Design
Danish title
Brand Management (EN)
Study programme
Design & business
Type of education
Full time education
Level of education
Bachelor (top-up)
5. semester
Duration of the subject/module
3 Weeks
Programme elements
Start time
Guldbergsgade 29 N, København N
Subject number
Responsible for the subject(s)/modul(es)
Marie-Louise Lynge Jensen
Nanna Kanneworff
Laura Elmøe
Sofia Viholt
Tim Meicker
Martin Hesseldahl
  • Purpose

    The purpose of the module is to give the student a thorough introduction to Brand Management including brand, market and target audience-analysis culminating in a situational analysis. Furthermore, the student will be introduced to basic commercial understanding. This will lay the foundation for developing a long-term brand strategy. The student will learn the terminology of branding and be presented to different perspectives on the field. With the purpose of developing a brand strategy, the student will work with verbal and visual brand audit. The brand strategy developed will be the foundation of the development of a brand identity in Module 2.

    Furthermore, the student will be introduced to both traditional and agile 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.


    • Strategic planning
    • Project management
    • Strategic marketing
    • Brand management


    • Use analytical tools to identify the relationship between brand and customer
    • Identify trends in the market in relation to supply and demand
    • Use methods to work in a conceptual and commercial manner
    • Disseminate branding strategies internally and externally


    • Develop, plan, implement and evaluate trends and initiatives in marketing nationally, as well as internationally
    • Manage development and implementation of the company's identity creation based on strategic and creative methods
    • Manage development and maintenance of the company's brand and concepts
    • Work with complex issues and solutions in a commercially-oriented manner
    • Lead and develop projects at the strategic level

  • Type of instruction and practical application of learning objectives
    The teaching methods in this course will be a mixture of lectures, exercises, video material and group work. The student will make a group presentation in the end of the module, which is a bound precondition for participation in Module 2.
  • Subject/module requirement for participation

    Equipment needed to participate
    The student must bring a computer with the MS-Office package.

  • Exam

    The learning outcomes of the exam are identical with the learning outcomes of the subject(s)/modul(es)

    Prerequisites for access to the examination
    There is 1 bound precondition in the module:

    1) Participation in oral group presentation.

    In case the student does not participate in the presentation, a replacement assignment will be given.
    Exam in one or more subjects
    Subject/module is tested with the following modules
    Type of exam
    Combined written and oral examination
    Type of assignment
    The assignment takes as its starting point a specialisation-specific keyword, which will be disclosed at the start of the exam period. Based on the key word, the student formulates a problem which they will elaborate on in a free written paper which must include methods, processes and analyses. During the exam period, the student must carry out empirical work, the analysis of which must form part of the written paper and be further elaborated on at the oral exam.

    During the exam period, the student develops a solution and prepares a presentation both of which they will bring along to the oral exam. The solution may be material and/or immaterial. However, it is important that the solution is oriented towards the specialisation and the profession that the student is training for. The quality of the solution should be such as is to be expected of a professional bachelor in Design and Business. There must always be
    consistency in the corelation between the type of solution, its quality and the professional standard and learning objectives of the line of specialisation.
    Formal requirements
    The scope of the written paper is 5 standard pages +/-10%. The written paper must, as a minimum, include:
    • Table of contents
    • Introduction
    • Problem formulation
    • Method
    • Process
    • Analysis
    • Conclusion
    • Source list
    Individual exam or group exam
    Exam languages
    The oral exam has a duration of 30 minutes. 10 minutes are set aside for the presentation by the student. Another 10 minutes are set aside for a professional dialogue, and finally, the last 10 minutes are set aside for a discussion of the student’s performance, and marking.
    Permitted exam aids
    The student may bring their own notes provided that a copy is handed to the examiner and the co-examiner at the oral exam.
    Type of evaluation
    7-point grading scale
    External censure
    Exam criteria
    - strategic planning
    - project management
    - strategic marketing
    - brand management
    - trendspotting
    - graphic design
    - identity
    - business understanding
    - methods and tools for business start-ups
    - user-driven innovation and
    - anthropology and sociology.

    - use analytical tools to identify relations between brand and customer
    - identify trends within the market in relation to supply and demand
    - use conceptual and commercial methods
    - convey branding strategies internally and externally, and
    - apply communication tools for the dissemination of the company's brand.

    - handle development, planning, implementation and evaluation of trends and initiatives in marketing nationally and internationally
    - manage the development and implementation of corporate identity creation based on strategic and creative methods
    - manage the development and maintenance of corporate brands and concepts
    - handle the management and development of projects at the strategic level
    - manage the development and optimisation of an organisation's communication strategy
    - handle business-oriented solution to complex issues and
    - manage the planning and execution of projects.
  • Preliminary literature list
    This is a preliminary literature list. A final literature list will be provided in connection with study start.
    Branding - In Five and a Half Steps
    Michael Johnson - ISBN: 9780500518960

    A final literature list and course plan will be distributed.
hours of teaching
hours of preparation
The figure shows the extent of workload related to the subject divided into different study activities.

In the subject Brand Management (EN) you will receive 47 hours of instruction, which corresponds to 63 lessons (1 lesson = 45 min.) and 34% of your total workload for the subject.

The teaching primarily consists of the following activities: internal lecturers, exercises, group work, project presentation.
The preparation primarily consists of the following activities: reading your own notes, reading the curriculum, preparation for the exam, exam.

Read about KEAs Study Activity Model

*KEA can deviate from the number of hours if this is justified by special circumstances