Brand Management (SS 2020)


Course Number
040186

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Monday 14:00- 18:00 weekly 08.06.2020- 22.06.2020  
Tuesday 14:00- 18:00 weekly 09.06.2020- 23.06.2020  
Wednesday 14:00- 18:00 weekly 10.06.2020- 15.07.2020  

Notice

Note that this lecture will take place digitally via ZOOM starting on the 8th of June!

 

Further notice that, the time schedule above is erroneous. The lecture dates are as follows:

Monday:   08.06.2020   14:15-17:30 

Tuesday:  09.06.2020   14:15-17:30 

Monday:   15.06.2020    09:15-12:30 

Tuesday:  16.06.2020    09:15-12:30 

Monday:   22.06.2020    14:15-17:30 

Tuesday:  23.06.2020    09:15-12:30 

 

 

Contact person: David Jütte M.Sc.

This course takes place in the first half of the second term of the summer semester. It consists of a lecture (Monday and Tuesday) and a tutorial (Wednesday).

 

UPDATE concerning the start of the digital lecture:

The first digital lecture of ”Brand Management” will take place on 8th of June, 14:15 p.m., via WWUzoom. Prior to the first Lecture we will provide additional information for the course via the Learnweb. For more information about the video conferencing software zoom, please visit http://go.wwu.de/zoom.

 

The dates for the tutorial will be announced in the first lecture.

Course grade:  Final exam (90 min) (100%)

Study Work: presentation + written assignment (needs to be passed)


Please register at the examination office for the regular examination period.

Credit points: 6 ECTS (BWL PO 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all materials will be announced in the first lecture.

Description

The module Brand Management gives insights into strategies and recently developed concepts in the context of brand management. Strategic and operational implications for brand management are discussed.

Topics treated in the module:

  • Introduction to the fundamental terms and concepts of brand management (e.g., brand awareness, brand image, and brand engagement)
  • Conceptualization and measurement of brand equity
  • Importance of brands for companies and consumers, taking brand relationships into account
  • Strategic options regarding the brand architecture
  • Means of brand management in a digital brand environment
  • The role of brand elements (e.g., name, logo, and packaging)

The aim of this module is that students are able to deal with brand management and its characteristics on a strategic and operational level.

Lecturers

  • Dr. Ann-Kristin Kupfer (responsible)
  • Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)
  • David Jütte (accompanying)