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Course Details



Prof. Paul
WIW-5135


Advanced Value Based Marketing

Lecturer: Prof. Dr. Michael Paul
Type: Lecture
Exam: Written exam
ECTS: 6
Term: Summer
Level: Master
Limitation: None

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.


For further information or application procedure please check the module manual and the website of the chair.