Branding & Positioning
level of course unit
Learning outcomes of course unit
The students get to know the basic strategies of brand management, can describe them and subsequently apply them. In addition, the students gain knowledge of various strate-gies for the successful positioning of products and services in the local and global market environment.
prerequisites and co-requisites
The course provides an introduction and background to strategic brand management from a marketing and business perspective. Fundamental concepts such as brand development, brand building, brand management, the developments of a brand value are discussed theoretically and on the basis of case studies. The importance of differentiation for the brand and the subsequent brand management is also discussed. Through practical examples, the students learn how brands are built and designed.
recommended or required reading
•Keller, K.L., Parameswaran, A.M.G., and Jacob, I. (2016). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, NY: Pearson.
•Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management, Hallbergmoos: Pearson Deutschland GMBH.
•Esch, F.-R. (2018). Strategie und Technik der Markenführung, 9th revised and expanded edition, Munich: Verlag Vahlen.
assessment methods and criteria
Seminar paper and presentation
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, discussions, case studies, group work, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
Director of Studies Prof. (FH) Dr. Wolfgang Reitberger
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery