| Prerequisites and co-requisites |
None |
| Course content |
- Theoretical approaches to brand/brand management
- Elements of successful brand management
- Strategic foundations of brand management (concepts, design, application):
- Brand identity and brand positioning
- Brand architecture
- Contact points as a link to operational brand management
- Theoretical foundations of communication
- Planning elements in the context of corporate communication policy
- Formulation of objectives for the planning of communication activities of brands
- Instruments and measures for the development of brand communication
- Forms of communication and their application for brand communication
- Integration of brand communication activities (visual, content and time integration)
- Analytical methods for the evaluation of brands
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| Learning outcomes |
Knowledge
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Students know current brand theories and their essential components as well as consequences for companies.
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Students know major decision areas in strategic brand management (brand identity, brand architecture).
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Students know success factors in strategic and operational brand management.
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Students know the relationship between brand management and corporate communication .
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Students can name various forms and elements of corporate communication and list their pros and cons.
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Students know basic methods to measure the effectiveness and efficiency of communication tools/activities.
Comprehension
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Students understand the fundamental importance of brand management for the economic success of companies.
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Students are able to explain relevant connections between strategic alignment of a brand (brand identity and positioning) and communication policies.
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Students are able to derive appropriate objectives for corporate communication in a given business situation and select appropriate tools of communication.
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Students are aware of the importance of an integrated communication approach and are able to develop appropriate communication concepts.
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Students are able to use tools of marketing communication to achieve sales policy objectives.
Application
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Students are able to apply methods for the development of the strategic basis of a brand (brand identity, positioning).
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Students can develop appropriate communication measures or guidelines for communication activities based on strategic foundations of a brand (brand identity).
Analysis
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| Planned learning activities and teaching methods |
Interactive course with case studies and homework |
| Assessment methods and criteria |
75 % Final written exam
25 % Active participation in discussions/group work excercises |
| Comment |
None |
| Recommended or required reading |
Bruhn, Manfred (2014): Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung. Auflage: 6., überarbeitete Auflage. Stuttgart: Schäffer-Poeschel.
Mast, Claudia (2012): Unternehmenskommunikation: Ein Leitfaden. Auflage: 5., überarb. Aufl. Konstanz: UTB GmbH.
Esch, Franz Rudolf: Strategie und Technik der Markenführung, Verlag Vahlen, 2012 (7. Auflage)
David Aaker: Building Strong Brands, Simon & Schuster, 2010
Kevin Lane Keller: Strategic Brand Management: Building, Measuring and Managing Brand Equity (Global Edition), Pearson, 2013 (4th Edition) |
| Mode of delivery (face-to-face, distance learning) |
Face-to-face course with mandatory attendance
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