Global Brand Management (WP)*
Niveau
2. Study cycle, Master
Learning outcomes of the courses/module
The students:
• know how important it is to build and develop a brand over time.
• know about the power of a brand and the role it plays in the purchase decision.
• can analyze brands for their differentiation from the competition in the market, uncover weaknesses and make constructive suggestions for improvements.
• are able to design strategic measures such as brand extensions and transfers of an existing brand.
• know the special features of global brands.
• know how important it is to build and develop a brand over time.
• know about the power of a brand and the role it plays in the purchase decision.
• can analyze brands for their differentiation from the competition in the market, uncover weaknesses and make constructive suggestions for improvements.
• are able to design strategic measures such as brand extensions and transfers of an existing brand.
• know the special features of global brands.
Prerequisites for the course
none
Course content
• Definition and delimitation of the term brand
• Positioning as proof of the significance and strength of the brand in the competitive environment
• Growth and maintenance of a brand
• Strategic measures (brand expansion, brand wear, brand rejuvenation), even in a demanding market environment (e.g. in saturated markets)
• Influence of the brand on the consumer's buying decision
• Positioning as proof of the significance and strength of the brand in the competitive environment
• Growth and maintenance of a brand
• Strategic measures (brand expansion, brand wear, brand rejuvenation), even in a demanding market environment (e.g. in saturated markets)
• Influence of the brand on the consumer's buying decision
Recommended specialist literature
• Finch, Jon; Kapferer, Jean-Noel: The New Strategic Brand Management – advanced Insights and Strategic Thinking. Kogan Page (latest edition)
• Miller, Donald: Building A Story Brand – Clarify Your Message So Customers Will Listen. Thomas Nelson Publishers (latest edition)
• Minsky, Laurence; Geva, Ivan: Global Brand Management: A Guide to Developing, Building & Managing an International Brand. Kogan Page (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
• Miller, Donald: Building A Story Brand – Clarify Your Message So Customers Will Listen. Thomas Nelson Publishers (latest edition)
• Minsky, Laurence; Geva, Ivan: Global Brand Management: A Guide to Developing, Building & Managing an International Brand. Kogan Page (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
Assessment methods and criteria
Online tasks, exam
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
15
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
Prof. (FH) Dr. Peter Dietrich
Academic year
Key figure of the course/module
12.MV.SIM.1.3
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none