EXC 3678 Purpose-Driven Brand Management
EXC 3678 Purpose-Driven Brand Management
"Purpose-driven brand management" is an introductory course to brand management and the pursuit of a meaningful brand purpose beyond profit-making. This course centres on the idea that brands can serve as catalysts for positive change by actively pursuing a greater purpose, thereby making a constructive contribution to society and the world.
Throughout the course journey, students will learn about brand management, emphasizing strategies, techniques, and practices that align with the goal of creating a better world. The course will provide students with knowledge and tools to critically assess positive and negative effects of branding on individuals, society, and the planet.
With a foundation in consumer psychology, students will gain an understanding of the mechanisms underlying consumers' perceptions, judgments, and behaviours associated with brands. They will also be provided with a toolkit of brand management strategies and techniques rooted in scientific insights and will be empowered to craft purpose-driven brand management programs, ultimately leveraging this knowledge to create brands that lead positive societal impact without compromising business objectives.
Students will also explore brand strategy, mindful marketing, and ethical customer experience management. They will gain skills for measuring and enhancing purpose-driven brand performance while exploring challenges and opportunities in ethical brand management. The course aims to develop student expertise in brand management, balancing brand growth with sustainable, socially-conscious values.
- Understand key concepts and processes associated with purpose-driven brand management.
- Acquire knowledge about how consumers perceive, judge, and behave in relationship to brands.
- Develop the ability to critically evaluate how branding can positively and negatively affect various aspects of individuals, society, and the planet.
- Acquire tools and knowledge to create and develop purpose-driven brands using scientific insights from consumer psychology, as well as practical case studies.
- evelop skills to strategically create, implement, and manage purpose-driven brands.
- Competence to critically think and assess the positive and negative effects of branding on individuals, society, and the environment, and make informed, ethical brand management decisions that contribute to a better world.
- Ability to measure and critically analyse brand-related consumer behaviour and effectively engage with consumers to address their values and preferences, while pursuing purpose.
- Critically think and communicate about concepts of purpose-driven brand management, its principles, and its roles in creating a positive impact on society and the planet.
- Can discuss, present, and apply concepts of branding management to create brands drive positive change in society, while effectively meeting business objectives.
- Marketing and branding philosophy.
- Self-examination and purpose of the brand manager (and other stakeholders).
- The role of brands in addressing global challenges.
- The power of purpose-driven brands.
- Identifying and defining specific social and environmental goals.
- Brand strategy for a better world.
- Mindful marketing programs.
- Ethical customer experience management.
- Measuring the performance in the context of purpose-driven brands.
- Socially-mindful growth and sustainability of brand value.
- Ethics and sustainability in brand management.
- Potential negative consequences of brands (e.g., Overconsumption, materialism, stereotyping and prejudice, unrealistic standards).
- Paradoxes and dilemmas in the context of brand management (e.g., persuasion vs. manipulation, customization vs. privacy).
- Challenges and opportunities in brand management for a better world.
The course learning outcomes will be achieved through a combination of lectures, case studies, podcasts and other digital resources, active in-class discussions, assigned readings from selected book chapters and articles, as well as group assignments. It is important for students to review the designated articles before class sessions. Active participation in both scientific and managerial discussions based on the assigned course material is strongly encouraged.
While attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.
There is no required prerequisite knowledge.
| Assessments |
|---|
Exam category: Activity, Oral Form of assessment: Presentation Exam/hand-in semester: First Semester Weight: 100 Grouping: Group (2 - 3) Duration: 20 Minute(s) Comment: Presentation of a purpose-driven brand strategy utilizing the concept and materials of the course to support and justify their strategy. In groups of 2 - 3, depending on the class size. Exam code: EXC 36781 Grading scale: ECTS Resit: Examination when next scheduled course |
| Activity | Duration | Comment |
|---|---|---|
Teaching | 45 Hour(s) | Four hours per day, four days a week, for three weeks. |
Prepare for teaching | 155 Hour(s) | These hours will involve reading materials, one day of group work a week (for three weeks), as well as podcasts, and other digital materials, before and during the summer school. |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.