Wirtschaftswissenschaftliche Fakultät

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Advanced Value Based Marketing - Master BWL


After the successful participation in this module, students are able to understand important concepts, theories, and methods of advanced value based marketing with a focus on the brand asset. In particular, they understand brand concepts and theories, brand strategies, and methods for measuring brand performance. Students apply the concepts, theories, and methods to reflect and discuss case studies and research findings, generate ideas for research, and to develop research designs. They can apply their knowledge on performance measurement and research designs to any topic where they are applicable. Overall, students are able to critically analyze and evaluate phenomena related to the management of brands and to create solutions for business and research problems in a largely autonomous way. They are able to exchange their ideas with experts and others on an academic level.

Contact Person: Maximilian Bruder

Course Language: English

Course Material: available at Digicampus

Type of Examination: Exam (60 minutes)

 

Summer Term 2018

First Session: April 11, 2018

Date & Room: Wednesday, 08:15h-11:30h at J 1106

Course Contents:

  • Introduction
  • Theories and concepts (e.g., brand knowledge, brand communities)
  • Brand strategies (e.g., brand identity, brand personality, brand elements, brand architecture, brand extension)
  • Brand performance (e.g., qualitative/quantitative measures, online data, brand valuation)
  • Case studies and brand analysis project

Student Tutorial: Not offered