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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 2023
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.
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


Date Time
Wednesday, 11.01.2023 15:30 - 18:45
Wednesday, 18.01.2023 15:30 - 18:45
Wednesday, 25.01.2023 15:30 - 18:45
Wednesday, 01.02.2023 15:30 - 18:45
Wednesday, 08.02.2023 15:30 - 18:45
Wednesday, 15.02.2023 15:30 - 18:45
Brand Management
Theoretical perspectives and models of brand management

Keller, K.L. and Swaminathan, V. (2020): Strategic Brand Management, 5th Edition, Pearson.
Lecture, discussions, guest lectures
Take Home Exam

The exam will be uploaded on Moodle February 15th, 2023, 7pm latest. Deadline for submission is March 5th, 2023, 7pm.

Grundkenntnisse in Marketing
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