Syllabus

Titel
0444 Global Branding
LV-Leiter/innen
Dr. Ursula Haas-Kotzegger
Kontakt
  • LV-Typ
    PI
  • Semesterstunden
    2
  • Unterrichtssprache
    Englisch
Anmeldung
14.09.2020 bis 24.09.2020
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Bachelor
Termine
Wochentag Datum Uhrzeit Raum
Freitag 16.10.2020 09:00 - 13:00 Online-Einheit
Freitag 23.10.2020 09:00 - 12:30 Online-Einheit
Freitag 06.11.2020 09:00 - 12:30 Online-Einheit
Freitag 13.11.2020 09:00 - 17:00 Online-Einheit
Freitag 04.12.2020 09:00 - 12:30 Online-Einheit

Ablauf der LV bei eingeschränktem Campusbetrieb

Due to the limited activity on campus the course will be held online using online coaching and teaching via MSteams. The course dates will stay the same.

Inhalte der LV

As a result of globalization the world has become more complex. This is true for individuals and for companies, both face more choices and have less time to make them. Strong brands are able to reduce this complexity. They represent great value to companies and individuals since these brands simplify consumer decision making and reduce risk. This course addresses practical skills for brand managers and marketers. It examines common issues and best practices for successfully managing brands globally.

Lernergebnisse (Learning Outcomes)

Ever more companies have realized that one of the most valuable assets is the brand name associated with their product and service. The process of planning and implementing  branding activities is crucial to understand for marketing professionals. This course aims to provide participants with:

- An understanding of the value of global brands

- Knowledge and skills to meet the challenges of successful brand management

- Insights on how to position the brand in consumers minds

- Ability to assess and successfully implement brand elements and marketing activities to build brand equity

Regelung zur Anwesenheit

Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours  (1 session)  is  permitted.

Lehr-/Lerndesign

Classes consist of lectures, discussions, group debates, exercises, presentations. Students are expected to read the relevant materials and complete assignments prior to each class, and to participate actively in discussions and activities.

Leistung(en) für eine Beurteilung

Classes include individual (70%) and group assignments (30%).The individual assignments are based on several homework and tasks where students should show their abiltity to deal with the matter critically. These include a brand concept (30%) and a brand journal (40%). The group assignment deals with special topics in branding and includes  presentation of the findings.

Overall passing mark: 60% Grading scheme: 24-27 (4), 28-31 (3), 32-35 (2), 36-40 (1)

Literatur

1 Autor/in: Keller Kevin Lane
Titel: Strategic Brand Management

Verlag: Pearson
Anmerkungen: a master copy is available at the institute - (chapter 1-4, 6, 12)
Jahr: 2008
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden

Erreichbarkeit des/der Vortragenden

by appointment ursula.haas-kotzegger@wu.ac.at

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
1 Topic: Introduction to Global Branding- Why do brands matter?- What is a global brand?- What are brand challenges and opportunities?- What is brand equity?
2 Topic: Building strong Brands- What are sources of brand equity?- What makes a brand strong?- How to build strong brands?- What is brand knowledge?
3 Topic: Brand Positioning- What is Segmentation?- What are Points-of-Parity and Points-of-Difference?
4 Topic: Brand Equity and Brand Elements- What is the purpose of brand elements?- What are criteria for choosing brand elements?
5 Topic: Marketing Communication to build Brand Equity- What is the purpose of marketing communication?- What are commong communication tools?
6 Topic: New Products and Brand Extensions- What is a brand extension?- What is the difference between line and category extension?- What are pro's and con's of extensions?
7

Topic: Group Presentation on Special Topics

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Zuletzt bearbeitet: 11.09.2020



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