2304 Brand Management
Renato de Sousa Castro Regis, MSc (WU), Dr. Eva Marckhgott
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
19.09.2019 bis 30.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Wochentag Datum Uhrzeit Raum
Mittwoch 20.11.2019 16:30 - 21:30 TC.3.03
Mittwoch 27.11.2019 15:00 - 20:30 TC.4.27
Mittwoch 11.12.2019 17:30 - 21:30 TC.5.15
Donnerstag 12.12.2019 13:00 - 16:00 D3.0.233
Donnerstag 12.12.2019 16:30 - 20:00 TC.4.03

Inhalte der LV

This course provides students with fundamental understanding of brand development and its strategic management, while blending theoretical and practical approaches. Although the major focus of the course falls on strategic brand management form a corporate perspective, brand influence on consumer-behavior will be also addressed.

The course covers topics such as branding strategy, brand image, brand positioning, brand extension and brand equity management. It will also touch on other important themes as brand communication, the role of culture in brand management, luxury brand management, conducting brand audit and brand-related research. The covered topics will provide a knowledge base that will allow students to tackle a practice project aiming at conducting a brand audit and developing brand strategy improvement recommendations.

Please note that this course is held in English. However, the language will not be a criterion for grading.

Lernergebnisse (Learning Outcomes)

Upon successful completion of this course, students should:

  • have an understanding of how to build, strategically develop and sustain strong brands
  • be able to critically evaluate branding strategy and suggest improvements
  • have first ‘hands-on’ experience in conducting brand audit and giving strategy improvement recommendations

Regelung zur Anwesenheit

Attendance is required according to the usual rules at WU.

The attendance requirement is met if a student is present at least 80% of the time.


The course combines interactive lectures, discussions, group and individual assignments. The course stresses practical ‘hands-on’ approach, therefore apart from discussions of real-life branding examples and case study analyses, the students will also have a chance to work on a practice project.

Attendance and participation are compulsory throughout the course. 

Leistung(en) für eine Beurteilung

Individual assessment:

  • Final exam – 50 points

Group assessment:

  • Final presentation - 30 points
  • Final report - 20 points
  • Peer evaluation

The aim of the group project is to conduct a brand audit  and to propose brand strategy improvement recommendations. The brand audit is expected to cover the concepts covered in class, with a special focus falling on brand elements, brand positioning, brand knowledge and brand communication. The detailed instructions on the group assignment will be posted on Learn@WU.



1 Autor/in: Keller, K.L.
Titel: Strategic Brand Management

Verlag: Pearson
Auflage: 4 ed.
Jahr: 2013
Prüfungsstoff: Ja
Empfehlung: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)
Art: Buch

Erreichbarkeit des/der Vortragenden

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Zuletzt bearbeitet: 22.10.2019