Branding & Positioning(E)
Niveau
Introduction
Learning outcomes of the courses/module
The students get to know the basic strategies of brand management, can describe them and subsequently apply them. In addition, the students gain knowledge of various strategies for the successful positioning of products and services in the local and global market environment.
Prerequisites for the course
none
Course content
The course provides an introduction and background to strategic brand management from a marketing and business perspective. Fundamental concepts such as brand development, brand building, brand management, the developments of a brand value are discussed theoretically and on the basis of case studies. The importance of differentiation for the brand and the subsequent brand management is also discussed. Through practical examples, the students learn how brands are built and designed.
Recommended specialist literature
English version will be available soon
Assessment methods and criteria
Presentation and seminar paper und online test
Language
English
Number of ECTS credits awarded
4
Share of e-learning in %
50
Semester hours per week
2.0
Planned teaching and learning method
Integrated course, group work, case studies, discussions, e-learning
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Alexandra Brunner-Sperdin
Academic year
Key figure of the course/module
MGL2
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none