| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Seminar |
| Code |
FS201003 |
| Semester |
Frühjahrssemester 2020 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Mo, 17.02.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 02.03.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 09.03.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 16.03.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 23.03.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 30.03.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 06.04.2020, 10:15 - 12:00 Uhr, 4.A05
Mo, 11.05.2020, 10:15 - 12:00 Uhr, 4.B55 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
This course consists of two parts. In the first weeks, I will provide an introduction to Strategic Brand Management. The goal of these sessions is to enable students to appreciate the strategic importance of brands and brand equity for firm performance, and to gain knowledge about ways to build brand equity. After an introduction to the strategic importance of brands, and their definition, we will cover the importance of customer-based brand equity as a source for brand value and the design and implementation of brand marketing programs.
Besides classical lectures, the first part of this course will also feature a number of case studies to illustrate the practical implications and relevance of the conceptual frameworks and theories from the lectures. In the second part of the course, students will participate in a brand challenge with the WF at the University of Lucerne. Students will receive a product brief and will work on solutions in groups. Sudents will present their solutions in front of faculty members on April 27, 2020. Further details will be provided in the first session of the module. |
| Lernziele |
On completion of this course, students will have gained substantial knowledge about the strategic importance of brands, and four key stages of brand management decisions:
1. Developing a brand strategy.
2. Designing and Implementing Brand Marketing Programs
3. Measuring and Interpreting Brand Performance.
4. Growing and Sustaining Brand Equity
Based on this new knowledge, students will develop the capacity to apply the conceptual and theoretical concepts from the lectures to analyze actual cases of brand management challenges, and to develop approaches for how to address these challenges by means of building brand equity.
Transferable skills and learning outcomes:
1. You are able to apply the concepts from class to real-world case studies.
2. You are able to clearly articulate your recommended solution to a case problem, and to argue for its appropriateness.
3. You are able to critically evaluate the practical relevance of conceptual frameworks and theories.
4. You have gained additional team-work experience, and practiced your presentation skills (as they relate to clarity and structure of presentations, as well as time management).
5. You have gained additional experience in academic writing. |
| Voraussetzungen |
Previous attendance of «Marketing Management» is recommended. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 3 to 28 February 2020. The students themselves are responsible for checking the creditability of the course to their course of study.
Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/16703094999 ATTENTION: As this is a group work, the binding UniPortal registration will be brought forward. It takes place at the same time as the OLAT registration (until February 28, 2020). The UniPortal registration at the beginning of the semester is mandatory for this seminar so that the credits can be credited. It is no longer possible to cancel your registration after the end of the second week of the semester. |
| Abschlussform / Credits |
Group presentation (40%) In-class participation (20%) Individual report (40%) / 4 Credits
|
| Hinweise |
The maximum number of participants is restricted to 30.
Sessions will take place on the following dates:
February 17, 2020: Lecture
March 2, 2020: Lecture
March 9, 2020: Lecture
March 16, 2020: Lecture
March 23, 2020: Lecture
March 30, 2020: Lecture
April 6, 2020: Group Presentation Session
April 27, 2020: Group Presentation Session
Submission Deadline for Individual Report: tba
|
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Anzahl Anmeldungen |
12 von maximal 30 |