Brand Management (E)
level of course unit
first cycle, Bachelor
Learning outcomes of course unit
Students are familiar with fundamental strategies and tools of branding and brand management.
• are familiar with the psychological and emotional concepts of brands.
• are familiar with the approaches to the monetary measurement of the brand value.
• are able to develop strategies for branding on their own and assess brand management concepts.
prerequisites and co-requisites
In this course students acquire an overview on how brands can be created, developed and managed and on how they contribute to increasing the value of a business. Students discuss brand campaigns as well as the monetary value of brands and learn about different brand strategies.
• Psychological background to branding
• Brands and emotions: success factors of brand management
• Measurement of the monetary value of brands
• Brand presentation and brand communication
• Brand strategies
• Brands and innovations
recommended or required reading
• Rosenbaum-Elliot, R.; Percy, L.; Pervan, S. (2011): Strategic Brand Management, 2nd ed., New York: Oxford University Press.
• Keller, K. L.; Aperia, T.; Georgson, M. (2012): Strategic Brand Management: A European Perspective, 2nd ed., Essex: Prentice Hall.
• Aaker, D. A. (2011): Building strong brands, New York: Simon & Schuster.
• Esch, F.-R.; Tomczak, T.; Kernstock, J.; Langner, T.; Redler, J. (2013): Corporate Brand Management: Marken als Anker strategischer Führung von Unternehmen, 3rd ed., Wiesbaden: Gabler.
• Meyer, H. (2010): Marken-Management 2010/2011: Themenschwerpunkt: Brand Communities, Frankfurt: Deutscher Fachverlag.
assessment methods and criteria
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
MMag. Alexander Plaikner
year of study
1.year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery