FH Kufstein Study Brand Management, Commercials & Valuation (E)
International

Brand Management, Commercials & Valuation (E)

level of course unit

First Cycle

Learning outcomes of course unit

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

prerequisites and co-requisites

none

course contents

• 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)

recommended or required reading

Salinas, G. (2009): The International Brand Valuation Manual; Wiley; 9780470740316
Aaker, D. (2010): Building Strong Brands; 978-1849830409

assessment methods and criteria

Presentation & Valuation of a brand

language of instruction

English

number of ECTS credits allocated

3

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Blended learning

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Giuseppe Sorrentino, MA

year of study

1

recommended optional program components

none

course unit code

IP_BUS132

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none

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