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Branding & Positioning(E)
level of course unit
IntroductionLearning 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 seminar paper und online test
language of instruction
Englishnumber of ECTS credits allocated
4eLearning quota in percent
50course-hours-per-week (chw)
2planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
