Brand Management
I/III: Brand Management Upon successful completion of this course, students II/IV: Marketing Communication Upon successful completion of this course, students should be able to:
Course code
MKT401
Course type
BSc Course
Weekly Hours
2,0
ECTS
3.0
Term
FS 2024
Language
Englisch
Lecturers
apl. Prof. Dr. Tim Oliver Brexendorf
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.
Course content
1. Relevance and concept of brand management
2. Brand strategy and positioning
3. Planning and implementing brand management programs
4. Brand development
5. Brand evaluation
2. Brand strategy and positioning
3. Planning and implementing brand management programs
4. Brand development
5. Brand evaluation
Class dates
| Date | Time |
|---|---|
| Wednesday, 10.01.2024 | 15:30 - 18:45 |
| Wednesday, 17.01.2024 | 15:30 - 18:45 |
| Wednesday, 24.01.2024 | 15:30 - 18:45 |
| Wednesday, 31.01.2024 | 11:30 - 15:15 |
| Wednesday, 07.02.2024 | 15:30 - 18:45 |
| Wednesday, 14.02.2024 | 15:30 - 18:45 |
| Wednesday, 21.02.2024 | 09:00 - 10:30 |
Learning outcomes
Brand Management
Theoretical perspectives and models of brand management
Theoretical perspectives and models of brand management
Literature
Keller, K.L. and Swaminathan, V. (2020): Strategic Brand Management, 5th Edition, Pearson.
Learningmethods
Lecture, discussions, guest lectures
Exam
Written Exam
Requirements
Grundkenntnisse in Marketing