FTMBA 2023_II Strategic Brand Management
B Aufbau der Marke
C Wachstum der Marke/n
D Bewertung der Marke
Date | Time |
---|---|
Monday, 24.04.2023 | 09:00 - 16:30 |
Tuesday, 25.04.2023 | 09:00 - 16:30 |
Friday, 26.05.2023 | 09:00 - 16:30 |
Saturday, 17.06.2023 | 23:50 - 23:55 |
Students who attend the course should know…
- about the importance of brands to consumers, brand manufacturers, and retailers.
- how to craft an effective brand positioning.
- 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 brands.
We will elaborate on appropriate theories, models and tools to make better branding decisions and strategies to build a brand. We will further learn how to address the most challenging issues companies face in creating and sustaining strong brands by using current thinking on strategic brand management.
You will be fully briefed in session 1 of our class about the content and format of this course. Each class session will focus on a specific branding issue. Sessions will be a combination of lecture and discussion sessions, exercises, guest lectures, and real-life case presentations. We will work in groups with specific methods and tools that are applicable to the daily business.
Lectures. In many cases, topics will begin with lecture and discussion sessions that focus on branding concepts, illustrated with current examples. The lectures provide a series of frameworks and management tools for analyzing and solving a particular branding problem by blending theory with practical examples. You will be encouraged to share your experiences both from the marketer’s perspective and from the customer’s perspective. The real-life case and guest speakers will give you the opportunity to place yourself in a variety of business settings and apply theory to practice.
Guest lectures.In order to enrich the learning experience, two guest speakers share real-life examples on topics we’ll be discussing. They focus on brand management decisions made in practice, with attention to real-world constraints. In this course, we will have guest lectures from L'Oreal and Beiersdorf (to be confirmed).
Real-life brand case. The real-life brand case project will allow students to examine the brand equity of one organization in depth and make actionable recommendations for their branding strategy. You will be required to work in a group consisting of approximately 3-6 members and you will be assigned by the MBA program office to your respective group. The company we work with proposes several case topics. Your group can select two out of the proposed topics. One topic preference will be chosen. Although we aim assigning you to your first preference, this cannot always be guaranteed. Every group will present their recommendations to managers of the respective brand.
Insight presentations.Brand management theory and practice provide specific methods and tools that are applicable to daily business. They help understanding and providing clear direction for building a brand. In group work, teams will work on selected tools and present their insights to the class. By this, you will learn more about these tools and their benefits. The groups will also develop and present a practical checklist what needs to be considered and done.
The groups will work for example on topics and tools like 1.) Brand name selection and protection (How to find a brand name and how to protect it?), 2.) Gathering brand insights (Where and how can I gather information about my brand? How can I take advantage of it?, and 3.) Brand positioning (What do I need to do to position a brand and which tools can provide guidance?).
Case Presentation: 40%
Insight Presentation: 10%