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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 2021
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.
A. Understanding the brand
B. Building the brand
C. Growing the brand
D. Evaluating the brand
Date Time
Wednesday, 13.01.2021 15:30 - 18:45
Monday, 15.03.2021 00:00 - 12:00
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.

Recommended literature uploaded on Moodle. Optional: Keller, K.L. and Swaminathan, V. (2019). Strategic brand management. Building, measuring, and managing strong brands. Global Edition. 5th Edition. Pearson.
Lecture, group discussions, guest lectures by practitioners
Take-home exam
Grundkenntnisse in Marketing
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