Strategic Brand Management

About

This course provides a comprehensive introduction to strategic brand management, covering such areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in national, regional and global markets. More than that, however, the course explores the importance of sense and meaning in the creation of value as well as the degree to which this is rooted in a specific social and cultural context. In doing so, it raises important questions about the role of marketing and consumption in modern society.

https://shortprogrammes.ef.uni-lj.si/uploads/efsummer/public/_custom/2026_LSS/Master/2026_LSS_Strategic_Brand_Management_Syllabus.pdf

Course leader

SPIER Peter, SKEMA Business School, France

Target group

Master students (and Bachelor students in their final year) as well as recent graduates and young professionals who wish to acquire new knowledge in specific areas

Course aim

Students will learn how companies manage ‘brand equity’ - clearly a major strategic issue - but also to reflect on how the use of different frameworks for understanding brands impacts the way they are managed. This course provides a comprehensive introduction to strategic brand management, covering such areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in national, regional and global markets. More than that, however, the course explores the importance of sense and meaning in the creation of value as well as the degree to which this is rooted in a specific social and cultural context. In doing so, it raises important questions about the role of marketing and consumption in modern society.

Fee info