Transcript Marketing and Brand Management (MBM)

MARKETING AND BRAND
MANAGEMENT (MBM)
Profile Coordinator Sven A. Haugland
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Characteristics of the MBM-profile
VALUE CREATION
The company must be able to identify, create, deliver, and
capture value to customers based on an understanding of
customer preferences
CROSS-DISCIPLINARY
Psychology, strategy, economics, organizational
theory, sociology, research method
APPLIED
Real cases and real problems
Interaction with companies
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Structure of the course portfolio
Theory on decision processes and buying behavior of
consumers and companies
Research methods
Strategic choices
-target groups/brand positioning/strategic
values
Operational decisions (marketing mix)
-price, product/services, channel, communication
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The course portfolio
Theory
MBM 401: Consumer Behavior
MBM 402: Brand Equity
STR 448: Economic Organization and Theory of the Firm
INB 423: International Marketing
Research methods
MBM 400: Research for Brand Decisions
STR 402: Methodology for Master Thesis
BUS4xx: Multivariate Analysis for Business Economics
ECN 402: Econometric Techniques
Strategic choices
MBM 420: Brand Strategy
MBM 421: Managing Corporate Reputation
ETI 450: Corporate Social Responsibility
STR 404: Strategic Analysis
STR421: Competitive Strategy
Operational decisions
MBM422: Social Media Marketing
MBM424: Integrated Marketing Communication
MBM427: Business-to-Business Marketing and Management
MBM428: Product Development and Design
MBM429: Service Innovation
ECN421: Behavioral Economics
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The course portfolio (cont.)
• In total,19 courses, two courses are mandatory:
- MBM400: Research for Brand Decisions, or
- STR 402: Methodology for Master Thesis
- MBM401: Consumer Behavior, or
- MBM402: Brand Equity
• MBM is often combined with a minor in Strategy and
Management (STR) or one semester exchange at a
foreign business school
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The general course plan for the
MBM degree comprises
• Six major courses from within the MBM specialization
45 ECTS
• Three courses from the minor
22,5 ECTS
• Three totally free courses
22,5 ECTS
• Thesis
30 ECTS
--------------120 ECTS
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Courses offered in the fall
semester of 2015 (tentative)
MBM400: Research for Brand Decisions (Einar Breivik)
MBM 401: Consumer Behavior (Håvard Hansen)
MBM 402: Brand Equity (Leif E. Hem)
MBM421: Managing Corporate Reputation (Siv Skard)
MBM424: Integrated Marketing Communications (Leif E. Hem)
INB423: International Marketing (Aksel Rokkan)
STR402: Methodology for Master Thesis (Vidar Schei)
STR404: Strategic Analysis (Lasse B. Lien)
BUS4xx: Multivariate Analysis for Business Economics (Johan Lyhagen)
ECN402: Econometrics (Øyvind A. Nilsen and Ragnhild Balsvik)
Teaching
• Lectures yes, but …..
- Mix of cases and model-based teaching
- The courses actively use social media in lectures (Facebook,
Twitter, etc.)
- Flipped classroom
- The students are expected to participate actively
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Presentations with feedback
Group discussions
Assignments
Course papers
• Exam
- Usually a combination of course paper/student presentation and
traditional school exam
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Skills
• EQUIS and NOKUT have requested a larger focus on
development of specific skills in NHH’s study
programs. Especially, a larger focus on:
- Student presentations
- Student group work
• MBM offers a foundation for skills development since
most courses have student presentations and student
group work as part of the course requirements
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The thesis: Examples of titles
• Effects of alternative CSR communication strategies on
Statoil’s reputation
• Determinants and barriers of customer orientation among
front-line employees in Telenor subsidiaries: A cross-national
study
• Consumer fairs for jewelry: A study of which factors that
influence the attitude and intention of consumers to visit a
consumer fair for jewelry
• Adoption of mobile services: Moderating effects of service’s
information intensity
• The motivation factors of non-ownership consumption
• The impact of specific investments, resources and perceived
risk on governance of strategic technology alliances
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Relevant positions for candidates
• Brand manager/produktsjef
- Orkla, Rieber, Midelfart, P&G , Tine
• Consultant/advisor in marketing department – or trainee
- Storebrand, DnB NOR, Telenor, Statoil, Schibsted
• Key Account Manager
- Nets, Bring/Norway Post, Tine
• Market analysis consultant
- AC Nielsen, TNS Gallup, Synnovate
• Consultancy
- McKinsey, Geelmuyden.Kise, Accenture, MarkUp
• Advertising planner
- Dinamo, McCann, TRY
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Questions?
• [email protected]
- Department for Strategy and Management
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