B321B Brand Management

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.

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 April 17, 2020 from 8 am s.t. - 6 pm April 18, 2020 from 8 am s.t. - 6 pm April 19, 2020 from 8 am s.t. - noon
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). 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. (15 places are reserved for exchange students). Link is announced here. Admitted students will receive an email after the registration period.
Downloads:	in ILIAS
Method of Assessment:	Written Exam (60 minutes) Regular date: Additional date: 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.