Prof. Dr. Oliver Schnittka (University of Southern Denmark)

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Friday , April 22, 2022 from 8am c.t – 5pm
Saturday, April 23, 2022 from 8am c.t. – 5pm
Sunday, April 24, 2022 from 8am c.t. – noon 

Limited to 90 participants. Registration will open on February 1, 2022 in ALMA - end of registration time: April 10, 2022.
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. Only Admitted students will receive an email with details after the registration period.
(10 places are reserved for new 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).

Written exam, or oral examination, or assignments or presentation or online assessment
Details can be found on the website of the Examinations Office.
Important Note: Only students who have been admitted by us to this lecture, can be accepted to take part in the exam!

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.

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.

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.