Brand Management (SS 2020)


Course Number
040186

Field(s) of Study
Master

University Calendar

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 Juridicum, JUR 2
Tuesday 14:00- 18:00 weekly 09.06.2020- 23.06.2020 Juridicum, JUR 2
Wednesday 14:00- 18:00 weekly 10.06.2020- 15.07.2020 Heisenbergstr. 2, GEO1 Hörsaal

Notice

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).

 

Due to the current COVID-19 situation the realization of this course is currently under development!

We will inform you about the final schedule and implementation of this course as soon as possible.

 

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)