Brand Strategy & Business Processes

About the course

Subjects

Marketing Strategy

Course content

"Brand Strategy and Business Processes," delves into the strategic dimensions of branding from a business process perspective. Brands, when harnessed effectively, have the power to drive organizational and market transformations by providing a shared purpose and meaning across diverse stakeholders. This course emphasizes the need for brand leadership at the strategic level, wherein brand managers must possess a profound understanding of innovation and change processes, as well as brand leadership skills.

Students will explore the intricate relationship between innovation, change processes, and the role of branding in steering these transformations to enhance business development. Key foundational concepts, such as innovation and change processes, defining the brand platform, corporate brand identity, and managing relationships with strategic stakeholders, will be explored. Real-world case studies will then be analyzed, fostering the development of analytical, critical, and creative skills essential for driving business growth through branding.

See course description in course catalogue

What you will learn

This course develops students’ ability to define and develop the strategic relevance of brands and branding in relation to key organizational processes in order to drive company growth and profitability. At the end of the course, students should be able to:

Identify and define key internal and external assets and capabilities that underpin the brand and discuss how they contribute to the development of the brand
Identify and describe strategic issues for a chosen organization that the brand can help address
Critically discuss the role the brand plays in relation to key business processes using relevant models and concepts
Identify key management constraints to implementing a consistent branding perspective across the organisation and suggest strategies for ameliorating them
Identify key stakeholders inside and outside the organization and their contribution to the achievement of strategic brand objectives
Discuss how to manage relationships with key stakeholders inside and outside the organization to ensure their positive engagement

Facts

Level

Master

Type

Elective

ECTS

7.5

Code

CEMAV1009U

Teaching periods

Autumn – 1st quarter

Academic year

2025/2026

Status

Available places

Teaching language

English

Teaching Format

Hybrid

Exams

Written assignment
Individual exam, autumn

Assessment type

7 point grading scale