Business Management FT
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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

not applicable

course contents

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

written examination

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

not applicable

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable