Marketing & Communication Management FT
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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


course contents

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


course-hours-per-week (chw)


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

integrated lecture

mode of delivery


work placement(s)

not applicable