Marketing & Communication Management PT
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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 strategies 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

English version will be available soon

assessment methods and criteria

Presentation and/or seminar paper, online tests

language of instruction

English

number of ECTS credits allocated

4

eLearning quota in percent

50

course-hours-per-week (chw)

2

planned learning activities and teaching methods

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

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Prof. (FH) Dr. Alexandra Brunner-Sperdin

course unit code

MGL2

type of course unit

integrated lecture

work placement(s)

none