Online Course Guide of WHU –

Find all modules and courses of our degree programs.

Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be reveiled after your course registration on myWHUstudies.

Spring term counts from January - August, fall term counts from September - December.

Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Spring and Fall.

Spring 2019  ›  Bachelor of Science  ›  Bachelor of Science - 4th Semester  ›  Brand and Services Marketing

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:
apl. Prof. Dr. Tim Oliver Brexendorf
Course Type:
BSc Course
Week Hours:
Spring 2019
(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.)
I. Relevance and concept of brand management
II. Brand strategy and positioning
III. Planning and implementing brand management programs
IV. Brand development
V. Brand evaluation

Monday, 07/01/2019
03:30 PM till 06:45 PM
Wednesday, 16/01/2019
03:30 PM till 06:45 PM
Monday, 21/01/2019
03:30 PM till 06:45 PM
Monday, 28/01/2019
03:30 PM till 06:45 PM
Monday, 04/02/2019
03:30 PM till 06:45 PM
Monday, 11/02/2019
03:30 PM till 06:45 PM
I/III: Brand Management
Theoretical perspectives and models of brand management

The participants should know about ...

... the importance of brands to consumers, brand manufacturers, and retailers.

... how a brand positioning can be developed.

... how to build and strengthen a brand.

... how to build and structure a portfolio of brands.

... how to grow a brand/with brands.

... how to evaluate the equity and the value of a brand.

II/IV: Marketing Communication
Engel-Kollat-Blackwell Model of consumer behavior, theory of reasoned action, elaboration likelihood model, behavioral learning theory, cognitive learning theory, response hierarchy models, persuasion knowledge model, means-end theory, expectancy-disconfirmation theory, persuasion matrix, integrated marketing communications planning model

Recommended literature uploaded on Moodle.

Optional: Keller, K.L. (2013). Strategic Brand Management, 4th Edition.

Lecture, group discussions, guest lectures by practitioners
Basic knowledge in marketing