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
2
Name of lecturer
Giuseppe Sorrentino, MA
Academic year
1
Key figure of the course/module
IP_BUS132
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none