IMPORTANT
Last Update March, 30.
B321B Brand Management will take place as scheduled. Prof. Schnittka will teach this course online (details will be announced after registration deadline). Registration proceeds as planned. There will be a restriction on the number of participants due to technical limitations. The exact number of students who can participate is limited to 90. If the number of students who register exceeds this limit, we will randomly draw from all registered students.
B321B Brand Management
Lecturer: | Prof. Dr. Oliver Schnittka (University of Southern Denmark) |
Course description: | B321B |
Language: | English |
Recommended for this semester or higher: | 5 |
ECTS-Credits: | 6 |
Course can be taken as part of following programs/modules: | International Economics International Business Administration Economics and Business Administration |
Prerequisite for: | --- |
Prerequisites: | --- |
Limited attendance: | 90 Registration: Please see below for details. |
Course Type: | Lecture (3 weekly lecture hours) - Block Course |
Date: | Block Course: ONLINE COURSE - Details follow in ILIAS |
Registration: | Limited to 90 participants. Registration will open on Monday, March 23, 2020 on ILIAS - end of registration time: April 7, 2020 (23:55 pm). |
Downloads: | in ILIAS |
Method of Assessment: | Written Exam (60 minutes) |
Content: | Developing and managing strong brands is of high managerial relevance since strong brands with high levels of brand equity are a valuable intangible asset with a potentially strong impact on firm value. A unique and distinctive brand gives firms the ability to differentiate their products and thus generate a competitive advantage, especially in times of increasing product homogeneity. |
Objectives: | It is the learning goal of the course that the student can: |
Literature: | Keller, K. L. (latest ed.): Strategic Brand Management, Prentice Hall. Chapters 1-7 and 9-14. |