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Brand Management and Product Innovation by Design

The purpose of the course is to:

  • Provide an overview of brand management and new product development theories and principles
  • Introduce students to design thinking—the concept and process—and its use in action
  • Demonstrate how multiple aspects of marketing (e.g. branding, product development, packaging, retailing, marketing communications/social media and experiential marketing programs) are woven together in contemporary practice.
  • Illustrate the implications of marketing strategy on consumer response (e.g. engagement, loyalty)

Find full course description in the course catalogue.    


The grade for the course consists of two parts:

  • Coursework counting app. 40 %
  • 3-hour written exam counting app. 60 %

The written exam is online and presence in Aarhus is not nescessary.

Admission Requirements

Course specific:

A Bachelor's degree in International Business Communication or relevant education.


Exchange students: nomination from your home university

Freemovers: documentation for English Langauge proficiency

You can read more about admission here


Sarah JS Wilner


Academic profile


Sarah Wilner is associate professor in marketing and chair of brand communication at Wilfred Laurier University, Canada. Her main academic interests are Marketing and Brand management, Product/Service Innovation and Design and Consumer Behaviour and Consumer Culture.