Marketing and Brand Management

The Management Guru, Peter Drucker, stated that the purpose of the business is to create and keep a customer. He emphasized the role of marketing and innovation as the two functions to achieve this goal. Following Drucker, The Marketing and Brand Management profile focuses on both marketing and innovation.

Understanding consumer and competitor behaviour is essential to every business and organization. Customer and competitor insights provide the basis for developing sound strategies as well as optimal market positioning and effective marketing tactics. The Marketing and Brand Management profile provides students with both conceptual and empirical tools for understanding the consumer and marketing strategy.

Innovating, building and managing strong brands is key to gaining competitive advantage and long-term profitability for products, services, companies and organisations.

The Marketing and Brand Management major provides students with in-depth and research-based knowledge on marketing, consumer behaviour, innovation and brand management, and marketing analytics.

  • Subject areas

    Subject areas

    Key areas covered in the master's programme are consumer and competitor analysis, marketing research and analytics, brand strategy and marketing mix decisions (marketing communication, pricing, distribution and product development).

    The major integrates theory, empirical tools and practical applications from strategy and marketing to assist students in developing strong brands and making future market decisions.

    Central questions raised are:

    • How to adapt products, communication and distribution systems to customer needs - and behaviour?
    • How to position a brand effectively in a competitive market?

     

  • Learning outcome

    Learning outcome

    Upon completion of the MBM major, the candidates...

    Knowledge

    K1: have developed solid competence in empirical methods and ethics relevant for marketing and brand management decisions

    K2: have an in-depth, up-to-date knowledge of relevant theories and empirics within the marketing and brand management domain

    K3: have professional insight at a high international level within the marketing and brand management domain

    Skills

    S1: be capable of updating themselves and applying new knowledge within marketing, brand management and related fields throughout their career

    S2: have developed good analytical skills relevant for marketing and brand management decisions

    S3: have learned to work independently with advanced marketing and brand management problems, as well as related problems at a company and/or society level

    General competence

    G1: be able to communicate with both specialists and non-specialists about marketing and brand management issues

    G2: have acquired a knowledge of and the ability to reflect upon and take into consideration ethical and social responsibility issues related to marketing and brand management phenomena

    G3: be able to contribute to innovation and entrepreneurship within the marketing and brand management field, as well as for the company or society as a whole

  • Recommended course combinations

    Recommended course combinations

    Brand management

    • MBM401B Consumer Behavior
    • MBM402B Brand Management
    • MBM400A Research for Brand Decisions
    • STR404 Strategic Analysis
    • MBM424 Marketing Communication Effectiveness
    • INB423 International Marketing
    • MBM433 Customer Analytics in a Digital World
    • MBM428 Product Development and Design
    • ETI451 Corporate Social Responsibility

    Marketing, Entrepreneurship and Innovation

    • MBM401B Consumer Behavior
    • MBM402B Brand Management
    • MBM400A Research for Brand Decisions
    • MBM428 Product Development and Design
    • MBM 431 Commercialization of Innovations
    • NBD413 Technology and Consumer Psychology
    • MBM432 Sustainable Marketing 
    • NBD406 Innovation and Strategic Entrepreneurship

    Marketing Research for B2B and B2C markets

    • MBM401B Consumer Behavior
    • MBM402B Brand Management
    • MBM400A Research for Brand Decisions
    • ECN402 Econometrics
    • BAN401 Applied Programming and Data Analysis for Business
    • BAN402 Decision Modelling in Business

    • BAN404 Predictive Analytics with R

    • MBM424 Marketing Communication Effectiveness
    • MBM433 Customer Analytics in a Digital World
    • BAN420 Introduction to R
  • Ethics courses

    Ethics courses

    Ethics courses available in the MBM major:

    • ECN421 Behavioral Economics
    • ETI450 Corporate Social Responsibility

    Remember that the ethics course can also be a part of your elective courses.

    See list of all ethics courses

  • International opportunities

    International opportunities

    As an NHH student you have excellent opportunities to gain valuable international experience during your studies through semester exchange, the Double Degree programme, CEMS, Engage.EU, Intern Abroad and summer courses.

    READ MORE

  • Career

    Career

    The MBM major will suit students who want to work in management consulting firms, larger organizations or governmental agencies. It will also appeal to those who foresee a career in the marketing department of private companies or organizations, including positions such as product manager, brand manager, marketing analytic or head of marketing.

    Finally, the MBM profile is highly relevant for any kind of entrepreneurial activity.

    Read more about career opportunities for NHH graduates

  • Research distinction courses

    Research distinction courses

    Research distinction courses

    Are you curious about taking a PhD or interested in more research-oriented work both at NHH and later in your career, find out more about the Research Distinction track within the master's programme.

    Read more about Research distinction