level of course unit
Learning outcomes of course unit
The aim of this course is to provide the learner with knowledge of brand management and the role of managing brands in a modern business. The course will introduce students to various ways of conceptualising brand management and equip students with the ability to understand different scientific schools of thought in the field of branding and brand management. The course has been developed to achieve three objectives:
1. Expose students to the situations and challenges frequently encountered by brand managers.
2. Teach students the concepts and analytical techniques commonly used by brand managers.
3. Develop conceptual, analytical, and decision-making skills in brand management.
prerequisites and co-requisites
Accredited students of University of Applied Sciences of Kufstein and International Program
Brand management is the analysis and planning on a specific brand meaning that is perceived on the targeted market. Tangible elements of brand management include the product itself, feel, look, price, the packaging and others. The intangible elements are the experience that the single consumer has had with the brand. The brand manager orchestrates all aspects of the consumer's brand association as well as relationships of the supply chain.
The course will focus on major brand issues such as: brands as a contact point, brand awareness, brand image, brand loyalty, corporate reputation, brand involvement, brands and semiotics, the socio-cultural framework of brand management, and brand strategy.
recommended or required reading
Will be noted within course
assessment methods and criteria
Performance in this class will be determined based on your ability to demonstrate knowledge and understanding of the material covered by this course.
20% - Class Participation, presentations, discussions
20% - Brand Analytics Exercise (group work)
60% - Final exam (written individual exam)
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Each session will focus on a specific branding issue. We will alternate between interactive lectures and case discussions. Our lectures provide a series of frameworks and management tools (supported by readings) for analyzing and solving a particular branding problem. We will blend brand management theory with practical examples.
semester/trimester when the course unit is delivered
name of lecturer(s)
Dr. Markus Holzweber
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery