Students learn the theoretical foundations of brand management and its most important concepts. They learn both about the importance of brands for consumers as well as the importance of brands for firms. Special emphasis will be given to the development of brand strategies. Furthermore, students will learn how to evaluate and apply brand instruments. A tutorial offers the opportunity to apply the key learnings of the lecture using case studies.   

The learning objectives are as follows:

• Getting to know the theoretical foundations of brand management
• Evaluating strategic branding options (e.g., relating to the development of the core of the brand and the brand architecture) and operative brand instruments (e.g., relating to the brand name and logo)
• Fostering critical and analytical thinking skills and the application of knowledge to marketing problems
• Improving English skills

Total time required for 4.5 credit points: approx. 135 hours

Attendance time: 30 hours

Self-study: 105 hours