Brand Management, Commercials & Valuation (E)
Niveau
First Cycle
Learning outcomes of the courses/module
Students:
- know what a brand is and know the relevant mechanisms of a strong brand
- can analyze and interpret commercials with regard to brand positioning
- can establish a brand strength scoring
- know the relevant parameters for a brand valuation
- know what a discounted cash flow model is and can carry out initial calculations with Excel
- know the financial side of Brand Valuation
- are able to carry out initial financial brand valuations (relief-from-royalty-method).
- know what weighted average costs of capital (WACC) and the capital assets pricing model (CAPM) are
- know what a brand is and know the relevant mechanisms of a strong brand
- can analyze and interpret commercials with regard to brand positioning
- can establish a brand strength scoring
- know the relevant parameters for a brand valuation
- know what a discounted cash flow model is and can carry out initial calculations with Excel
- know the financial side of Brand Valuation
- are able to carry out initial financial brand valuations (relief-from-royalty-method).
- know what weighted average costs of capital (WACC) and the capital assets pricing model (CAPM) are
Prerequisites for the course
none
Course content
- Brand strategies & brand strength
- Brand stretching
- Commercial analysis
- Brand Equity & Brand Valuation
- Discounted cash flow model (Excel calculations)
- Brand Finance & financial value of a brand
- Merging of brand strength & financial parameters (WACC, CAPM, DCF)
- Brand stretching
- Commercial analysis
- Brand Equity & Brand Valuation
- Discounted cash flow model (Excel calculations)
- Brand Finance & financial value of a brand
- Merging of brand strength & financial parameters (WACC, CAPM, DCF)
Recommended specialist literature
Salinas, G. (2009): The International Brand Valuation Manual; Wiley; 9780470740316
Aaker, D. (2010): Building Strong Brands; 978-1849830409
Aaker, D. (2010): Building Strong Brands; 978-1849830409
Assessment methods and criteria
Presentation & Valuation of a brand
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
0
Semester hours per week
2.0
Planned teaching and learning method
Blended learning
Semester/trimester in which the course/module is offered
1
Name of lecturer
Giuseppe Sorrentino, MA
Academic year
Key figure of the course/module
IP_BUS132
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none