| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Seminar |
| Code |
HS181547 |
| Semester |
Herbstsemester 2018 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Di, 18.09.2018, 16:15 - 18:00 Uhr, 4.B55
Di, 25.09.2018, 16:15 - 18:00 Uhr, 4.B55
Di, 09.10.2018, 16:15 - 18:00 Uhr, 4.B55
Di, 16.10.2018, 16:15 - 18:00 Uhr, 3.B52
Di, 23.10.2018, 16:15 - 18:00 Uhr, 4.B55
Di, 30.10.2018, 16:15 - 18:00 Uhr, 4.B55
Di, 27.11.2018, 16:15 - 18:00 Uhr, 4.B55
Di, 04.12.2018, 16:15 - 18:00 Uhr, 4.B55 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
Different dates |
| 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, 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, and brand extensions.
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 are expected to choose a real-world brand challenge for a company of their choice, and to analyze the underlying drivers of this challenge. Based on this analysis, students will propose a recommendation how to deal with the chosen challenge.
Exciting answers about the event: http://www.unilu.ch/wf-wahlpflicht Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/16424075397 |
| 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.
Students are expected to apply this knowledge to a real-world brand challenge of their choice. The assessment of student knowledge occurs in two ways:
1. Students will be allocated to groups of up to three group members. Each group needs to choose a particular brand challenge, and has to give a 10 minutes presentation of the chosen challenge, its analysis and the recommendations in class at the end of term. The language of the presentation has to be English.
2. Each student will have to submit an individual summary report (up to 2,000 words) of their analysis by January 9, 2019 12:00h via OLAT. The language of the report can be either German or English.
More details on the assessment strategy of this course will be provided in the first session on September 18, 2018.
|
| 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 September 3 to September 28, 2018. The students themselves are responsible for checking the creditability of the course to their course of study. |
| Leistungsnachweis |
***WICHTIG*** Für die Verbuchung der Leistungen, ist eine Anmeldung zum Seminar über das UniPortal ab sofort ZWINGEND ERFORDERLICH. Weitere Informationen zur Anmeldung: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
Presentation (30%), report (50%), participation (20%) / 3 Credits
|
| Hinweise |
The maximum number of participants is restricted to 30. |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Literatur |
The core textbook for this course is Keller (2013): Strategic Brand Management, 4th Edition, Pearson. Additional references will be announced at the start of the course. |