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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
Course type
BSc Course
Weekly Hours
FS 2019
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.
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

Date Time
Monday, 07.01.2019 15:30 - 18:45
Wednesday, 16.01.2019 15:30 - 18:45
Monday, 21.01.2019 15:30 - 18:45
Monday, 28.01.2019 15:30 - 18:45
Monday, 04.02.2019 15:30 - 18:45
Monday, 11.02.2019 15:30 - 18:45
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
Grundkenntnisse in Marketing
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