Marketing & Communication Management FT
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Branding & Positioning(E)

level of course unit

Introduction

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

none

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

English

number of ECTS credits allocated

4

eLearning quota in percent

15

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Integrated course, discussions, case studies, group work, e-learning

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Director of Studies Prof. (FH) Dr. Wolfgang Reitberger

course unit code

MGL3

type of course unit

integrated lecture

work placement(s)

not applicable