Market Analysis & Brand Management (E)

The students
• know different qualitative and quantitative methods of market research.
• can develop market research concepts and apply the necessary instruments for implementation.
• know qualitative and quantitative methods of analysis.
• can prepare a final report on a market research project.
• know the basic strategies and instruments of brand building and brand management.
• know the psychological and emotional background of brands.
• know the approaches to monetary measurement of brand equity.
• can independently develop strategies for brand building and evaluate concepts for brand management.

None

Part A: Fundamentals of market research
• Definition and goals of market research and differentiation from opinion research
• Phases of market research
• Methods of market research (secondary market research, primary market research)
• Process steps within a market research project

Part B: Methods & procedures of market research
• Market research methods (structural analyses, measurement of use and distribution, demand and consumption analyses, image analyses, measurement of attitudes, intentions and behavioral parameters)
• Analysis methods (univariate methods [frequency counts, frequency distribution], bivariate methods [cross tables, correlation, simple regression analysis])
• Market research methods (survey and analysis of demographics, social structures, purchasing power, education, family structures; surveys; image analyses; focus groups; biometric test and measurement methods; experimental product tests; behavioral observations and analyses)

Part C: Fundamentals of Brand Management
• Definition of the term brand
• The concept of brand equity (brand value, reputation vs. brand equity)
• Measuring brand equity (measuring brand equity, brand awareness, brand association, qualitative and quantitative approaches, brand tracking, brand authenticity)

Part D: Brand Management & Development.
• The 8 stages of brand development
• Brand positioning
• Brand name, brand logo and brand elements
• Brand experience and brand strategies
• The 5 stages of brand extension
• Co-branding
• The 3 perspectives of brand innovation

• Hague, P. (2022). Market research in practice: An introduction to gaining greater market insight. London, UK: Kogan Page.
• Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Harlow, UK: Pearson.
• Kilian, K. (2023). Marke machen!: Wie erfolgreiches Marken-Management funktioniert. Expertenwissen rund um Brand Building, Purpose und mehr. Bonn: Rheinwerk Verlag.
• Sarstedt, M., & Mooi, E. (2019). A concise guide to market research: The process, data, and methods using IBM SPSS statistics. Berlin: Springer Verlag.

• Seminar paper and
• Quiz

25 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.