BST 3115 Brand Strategy

BST 3115 Brand Strategy

Course code: 
BST 3115
Department: 
Marketing
Credits: 
15
Course coordinator: 
Tarje Børsum Gaustad
Course name in Norwegian: 
Merkevarestrategi
Product category: 
Bachelor
Portfolio: 
Bachelor - Programme Electives
Semester: 
2023 Autumn
Active status: 
Active
Level of study: 
Bachelor
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

In this course, you will learn a methodology for developing a brand strategy in practice. We will go step-by-step through the brand strategy development process and create a brand strategy for a client (a Norwegian brand). 

During the course, we will establish consumer- and market data and insights, analyze the current brand positioning, formulate a brand strategy and prioritize tactics. An important part of the course is to collect qualitative data from consumers and be able to analyze these data to get a better understanding of brand strength.

We will also have special focus on important topics related to brand communication and other brand building strategies, such as marketing in social media (Facebook, Instagram, TikTok etc.), influencers and other collaborators, marketing in podcasts and product placements, and sustainability as a competitive edge.  

BST3115 Brand Strategy is a continuation and an extension of MRK 3564 Branding.

Learning outcomes - Knowledge
  • The students should have knowledge of the important parts of a brand strategy. Key topics are categorization, positioning and brand strategy models.
  • The students should be familiar with the brand value chain as analytic model.
  • The students should have knowledge of important methods in qualitative analysis of brand value and association mapping, and have knowledge on how to collect consumer data and analyze the data to understand the strategic situation of the brand.
  • The students should have knowledge of important strategies to build brand value. Key topics are brand elements, brand alliances, sponsorships, brand communication (e.g. influencers, product placements) and the employees as brand champions.
  • The students should have knowledge of the characteristics of a clear brand strategy
Learning outcomes - Skills
  • The students will be able to use key constructs in brand strategy and be able to develop a brand strategy with a clear brand positioning.
  • The students will be able to collect and analyze qualitative consumer data and achieve insight on the brand’s current strategic situation
  • The students will be able to choose between different strategies to build the brand and deliver on the brand strategy.
General Competence
  • The students must show maturity and willingness to consider the ethical and social dilemmas related to working with brand strategies.
  • It is important that students are aware of their power of influence in relation to the consumer, and how such power can influence the results of the data collection.
Course content

The course applies a management perspective, which is the basis for its approach to strategic branding. The course’s goal is to develop knowledge and skills to analyze and develop a brand strategy, and choose among different strategies on how to achieve this strategy in the market.

Whether you plan to develop a new brand or an existing one, the brand analysis and understanding the target groups are important. The students must get knowledge and experience through a set of analytical approaches to understand the brand's positioning in the market. This analysis will lead to an understanding of a brand's strategic opportunities.

Companies and organizations working with brands have a need to understand brand strategy and positioning. Brand strategies change over time when markets, consumers, competition and the general economy change. To understand brand strategy, students must therefore have knowledge about the market the company and organization operate.

Strategic choices concern which strategies should be used towards different target groups and brands. In this course, increased understanding of how different strategic tools can be used to succeed with the brand strategy will be important. Important strategies are for example brand elements, brand alliances, brand communication and the use of employees as brand champions.

Brand strategy consists of the following topics:

  1. Basic understanding of brands and key constructs
  2. Knowledge about the market and consumers
  3. Categorization theory
  4. Strategic brand positioning
  5. Brand portfolios and positioning
  6. Methods for mapping brand associations and qualitative data analysis
  7. Data collection and analysis to understand the brand’s current strategic situation
  8. Brand strategy and brand platform document
  9. Choice of strategies to achieve the brand strategy
  10. Brand growth opportunities
Teaching and learning activities

The course consists of 70 hours over one semester, with a blend of on campus lectures and digital modules. 

Teaching will consist as a mix of lectures, group work and group presentations.

The students will develop a brand strategy for a given brand (project assignment). The lecture will follow the progression of the brand strategy project with in class discussions and workshops with the lecturer as a facilitator and advisor.

The assignment can be solved individually or in groups of maximum three students. Academic supervision on the project is given in groups, individually or in seminars. Groups cannot be changed after November 1.

Software tools
Software defined under the section "Teaching and learning activities".
Qualifications

Two years of college education in economics and business administration, marketing or equivalent is required for taking the course.

Disclaimer

Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge

Knowledge of marketing management, brand management and research methods. 

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
BST31153
Grading scale:
ECTS
Grading rules:
Internal examiner
Resit:
Examination when next scheduled course
60No3 Month(s)Group/Individual (1 - 3)All exams must be passed to obtain a final grade in the course.
Exam category:
Activity
Form of assessment:
Presentation and discussion
Exam code:
BST31154
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
40No30 Minute(s)Group/Individual ( 1 - 3)Presentation of brand strategy developed for a given brand. All exams must be passed to obtain a final grade in the course.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:3 Month(s)
Comment:All exams must be passed to obtain a final grade in the course.
Exam code:BST31153
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam category:Activity
Form of assessment:Presentation and discussion
Weight:40
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:30 Minute(s)
Comment:Presentation of brand strategy developed for a given brand. All exams must be passed to obtain a final grade in the course.
Exam code:BST31154
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
54 Hour(s)
Feedback activities and counselling
3 Hour(s)
Guidance
Each group is given guidance twice in connection with the work on the project paper.
Prepare for teaching
160 Hour(s)
Digital resources
  • Interactive video
  • Interactive websites
  • Simulation/game
16 Hour(s)
Group work / Assignments
67 Hour(s)
Submission(s)
100 Hour(s)
Sum workload: 
400

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 15 ECTS credit corresponds to a workload of at least 400 hours.