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:See alma
Prerequisites:---
Limited attendance:100
Course Type:Lecture - Online Block Course
Date:

Full-day, online block course on the following dates:

  • April 22, 2025
  • April 24, 2025
  • April 25, 2025
  • April 28, 2025
  • April 29, 2025
Registration:

By April 13 via alma.

No first-come, first-served. If the number of applications exceeds the number of places available (limited to 90), we unfortunately will not be able to accept all applicants. In this case, a random selection will be made from all the applications received.

Notice of admission or non-admission on Thursday, April 17 by email.

Method of Assessment:Written exam (60 minutes)
Only students who have been admitted by us to this lecture can take part in the exam!
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:

Books:

  • 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.
Downloads:---
ILIAS:tbd