Syllabus

Title
6181 Skill Seminar: How to develop a Brand Portfolio Strategy
Instructors
Univ.Prof. Dr. Jonas Puck
Contact details
Type
PI
Weekly hours
1
Language of instruction
Englisch
Registration
04/02/13 to 04/29/13
Registration at the institute
Notes to the course
Dates
Day Date Time Room
Monday 05/06/13 03:00 PM - 08:00 PM Extern
Friday 06/07/13 03:00 PM - 08:00 PM Extern
Contents

During the skill seminar, you will be assigned as Financial Managers for L’Oréal LuxeAustria. In this function, it will be your task to develop an applicable localbrand portfolio strategy.

Firstly, you will be asked to develop a financial datamodel to derive a brand portfolio strategy built up around two key elements: MarketAttractiveness and L’Oreal Luxe performance.

The application of the developed data model to theAustrian market is the second step you will have to perform, which meansderiving a brand strategy for L’Oréal Luxe in Austria and defining concretemeasures to implement the recommended strategy (e.g. marketing mix). Aconvincing presentation of the results is also an integral part of the seminar.

Learning outcomes

The students will learn, how to develop anapplicable local brand portfolio strategy.

Teaching/learning method(s)

During the skill seminar, the students will be assigned as Financial Managers for L’Oréal LuxeAustria. In this function, it will be their task to develop an applicable localbrand portfolio strategy.

Firstly, the participants will be asked to develop a financial datamodel to derive a brand portfolio strategy built up around two key elements: MarketAttractiveness and L’Oreal Luxe performance.

The application of the developed data model to theAustrian market is the second step the students will have to perform, which meansderiving a brand strategy for L’Oréal Luxe in Austria and defining concretemeasures to implement the recommended strategy (e.g. marketing mix). Aconvincing presentation of the results is also an integral part of the seminar.

MsPetra WINDISCH (Finance), Mr Erik Van Den HEUVEL (Finance) and Ms Sheikha GORSLER (HR) from L’Oréal Austriawill lead the seminar and will guide the students through all the steps.

The seminar consists of two half-days, both of which haveto be attended.

Assessment
Active participation in both parts, home assignments
Last edited: 2013-04-18



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