International

Brand Management, Commercials & Valuation (E)

level of course unit

First Cycle

Learning outcomes of course unit

Students:
- know what a brand is and know the relevant mechanisms of a strong brand
- can analyze and interpret commercials with regard to brand positioning
- can establish a brand strength scoring
- know the relevant parameters for a brand valuation
- know what a discounted cash flow model is and can carry out initial calculations with Excel
- know the financial side of Brand Valuation
- are able to carry out initial financial brand valuations (relief-from-royalty-method).
- know what weighted average costs of capital (WACC) and the capital assets pricing model (CAPM) are

prerequisites and co-requisites

none

course contents

- Brand strategies & brand strength
- Brand stretching
- Commercial analysis
- Brand Equity & Brand Valuation
- Discounted cash flow model (Excel calculations)
- Brand Finance & financial value of a brand
- Merging of brand strength & financial parameters (WACC, CAPM, DCF)

recommended or required reading

Salinas, G. (2009): The International Brand Valuation Manual; Wiley; 9780470740316
Aaker, D. (2010): Building Strong Brands; 978-1849830409

assessment methods and criteria

Presentation & Valuation of a brand

language of instruction

English

number of ECTS credits allocated

3

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Blended learning

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Giuseppe Sorrentino, MA

course unit code

IP_BUS132

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none

News of the FH Kufstein

Praxisprojekt: Gewaltprävention in Kindergärten

Studentinnen des Bachelorstudiengangs Unternehmensführung gestalteten eine Medienbox namens MutMach-Box – Mut steht uns gut in Kooperation mit den Kufsteiner Soroptimistinnen, um Kinder und Pädagogen: innen in Kindergärten über Gewaltprävention aufzuklären.

Learn more
Erfolgreicher 2. Open Innovation Workshop für GREENE 4.0

Mitte Februar 2024 fand an der FH Kufstein Tirol der 2. Open Innovation Workshop für das Projekt GREENE 4.0 statt. Das Event zog wichtige Akteure aus dem Bereich der Innovation an, darunter Vertreter:innen der Wirtschaftskammer Tirol, des Inncubators und des Innovationsnetzwerks Kitzbühel.

Learn more
Praxisprojekt: Stärkung der Arbeitgebermarke Montanwerke

Studierende des Bachelorstudiengangs Marketing & Kommunikationsmanagement der FH Kufstein Tirol haben in enger Kooperation mit den Montanwerken Brixlegg ein durchdachtes Social Media Konzept erarbeitet. Ziel war es, die Arbeitgebermarke zu stärken und auszubauen.

Learn more