Programme Outlines and Overviews

Strategic Brand Management 5 credits

Course content

This course provides you with a comprehensive understanding of strategic brand management as a process for creating, sustaining, and leveraging brand equity to achieve long-term business success. It explores how effective brand strategies can drive growth, differentiation, and customer loyalty in competitive markets. You will learn key concepts and analytical tools for segmentation, targeting, and positioning, as well as the design and management of brand portfolios and architectures. The course covers strategies for launching new products and services, setting pricing and distribution policies, and managing brand extensions and flanking strategies. Attention is given to identifying and mitigating brand cannibalisation effects within multi-brand portfolios. Additionally, you will develop the ability to measure and evaluate brand performance using a range of key performance indicators (KPIs). This includes interpreting data on market share, brand equity, customer perceptions, and financial outcomes, to support informed strategic marketing decisions.

Entry requirements

The applicant must hold a minimum of a Bachelor's degree (equivalent to 180 ECTS credits from an accredited university). At least 60 ECTS must be in Business Administration or a combination of 30 ECTS in Business Administration and 30 ECTS in related subjects, such as Economics, Industrial Engineering and Management, Business Analytics, Informatics, Communication Studies, Commerce, or Public Relations. At least 5 ECTS must be marketing. Proof of English proficiency is required.

Level: Second cycle

Course/Ladok-code: J2SBMJ

School: Jönköping International Business School