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.
Syllabus
-
Type
PI -
Weekly hours
2 -
Language of instruction
Englisch
Day | Date | Time | Room |
---|---|---|---|
Friday | 10/16/20 | 09:00 AM - 01:00 PM | Online-Einheit |
Friday | 10/23/20 | 09:00 AM - 12:30 PM | Online-Einheit |
Friday | 11/06/20 | 09:00 AM - 12:30 PM | Online-Einheit |
Friday | 11/13/20 | 09:00 AM - 05:00 PM | Online-Einheit |
Friday | 12/04/20 | 09:00 AM - 12:30 PM | Online-Einheit |
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
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.
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.
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)
Unit | Date | Contents |
---|---|---|
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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