Wirtschaftswissenschaftliche Fakultät


Course Details

Prof. Paul

Marketing Strategy and Intellectual Property

Lecturer: Dr. Sevim Süzeroglu-Melchiors
Type: Vorlesung und Übung
Exam: written examination
Term: winter
Level: Master
Limitation: None

After the successful participation in this module, students are able to understand important concepts, theories, and methods of marketing strategy and intellectual property (IP) with a focus on brand and trademark management. In particular, they understand IP concepts and theories, IP strategies, and the linkage between marketing strategy, brand management, and IP management. 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 competition management (competition law), value creation through IP, 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 IP rights (particularly trademarks) 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.