Marketing

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:

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Prerequisites: ---
Limited attendance: 90
Registration: Please see below for details.
Course Type: Lecture (3 weekly lecture hours) - Block Course
Date:

Friday , April 23, 2021 from 8am c.t – 6pm
Saturday, April 24, 2021 from 8am c.t. – 6pm
Sunday, April 25, 2021 from 8am c.t. – noon 

Registration:

Limited to 90 participants. Registration will open on Monday, March 1, 2021 in ALMA - end of registration time: April 11, 2021.
If the number of applications exceeds the number of places available, we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received. Admitted students will receive an email after the registration period.
(10 places are reserved for exchange students -> Early Bird Registration via email, please send your proof of enrollment to marketingspam prevention@uni-tuebingen.de - letter of confirmation stating that you are enrolled as an exchange student).

Downloads: in ILIAS
Method of Assessment:

Written exam, or oral examination, or assignments or presentation or online assessment
Details can be found on the website of the Examinations Office.

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:
- demonstrate knowledge within the course topic by being able to describe the central concepts, theories, models, and strategies of brand management
- demonstrate skills to illustrate, analyze, and critically discuss the relevant strategies to build brand equity; to analyze options for measuring sources and outcomes of brand equity; and to illustrate, analyze, and critically discuss options for developing and configuring brands nowadays.

Literature:

Keller, K. L. (latest ed.): Strategic Brand Management, Prentice Hall. Chapters 1-7 and 9-14.
Articles (minor changes possible):
- Aaker, D.A., and Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 50, pp. 27-41.
- Fischer, M., Völckner, F., and Sattler, H. (2010): How important are brands? A cross-category, cross-country study. Journal of Marketing Research , 47, pp. 823-39.
- John, D. R., Loken, B., Kim, K., and Monga, A.B. (2006): Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43, pp. 549-563.
- Schnittka, O., Sattler, H., and Zenker, S. (2012): Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks. International Journal of Research in Marketing, 29, pp. 265-274.