| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS251024 |
| Semester |
Frühjahrssemester 2025 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor
Master |
| Termin/e |
Mo, 03.02.2025, 09:15 - 17:00 Uhr, 4.B47
Di, 04.02.2025, 09:15 - 17:00 Uhr, 4.B47
Mi, 05.02.2025, 09:15 - 17:00 Uhr, 4.B47
Do, 06.02.2025, 13:30 - 15:30 Uhr, ZOOM |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
This course provides an introduction to brand management. The goal of course 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, brand resonance, and the design and implementation of brand marketing programs. We will also discuss ways to measure the success of a firm’s brand management efforts and investments, and cover dynamic aspects of brand management over time, including brand extensions. Besides classical lectures, the course will also feature a small number of case studies to illustrate the practical implications and relevance of the conceptual frameworks and theories from the lectures. |
| Lernziele |
Topic specific knowledge and skills:
Students will have gained substantial knowledge about the strategic importance of brands,
and be able to take four management decisions connected to strategic brand management:
1. Developing a brand strategy
2. Designing and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining 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). |
| Voraussetzungen |
BA students from 5th semester, MA students |
| Sprache |
Englisch |
| Begrenzung |
Max. 40 participants
Minimum number of participants: 4 |
| Anmeldung |
To attend the course /
exercise, registration via e-learning platform OLAT is required. Registration
is possible from 20 January – 3 February 2025. 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/17670242371 |
| Prüfung |
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within 3-4 February 2025 is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
In-class participation (30%), group presentation (70%) / 4.5 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Anzahl Anmeldungen |
0 von maximal 40 |
| Literatur |
Mandatory literature:
Keller and Swaminathan (2019). Strategic Brand Management, 5th Edition. Pearson.
A small set of case studies; a Harvard course package will be announced towards the start of term. |