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Start > Masterprogramm Management & Entrepreneurship (M.A./M.Sc.) -> Major Management & Marketing -> Markenmanagement

Lehrveranstaltungen

Markenmanagement (Vorlesung/Übung)

Dozent/in: Verena Batt

Termin:
 wöchentlich | Dienstag | 14:15 - 17:00 | 15.10.2018 - 01.02.2019 | C 12.112 Seminarraum

Inhalt: Some of a company’s most valuable assets are the brands that it has invested in and developed over time. Consequently, creating strong brands and maintaining and enhancing the strength of those brands over time is a management imperative. This course provides students with insights into how profitable brand strategies can be created. Examples from across the major areas of branding including consumer goods, services, B2B, retail branding, and luxury goods are used. The course is structured as follows: - Concept of Brands - Developing a Brand Strategy - Designing and Implementing Brand Marketing Programs - Measuring and Interpreting Brand Performance - Growing and Sustaining Brand Equity The course will entail both conceptual and applied elements, discussions in class, and presentations by students.