Prof. Dr. Oliver Schnittka (University of Southern Denmark)
|Recommended for this semester or higher:||5|
|Course can be taken as part of following programs/modules:||International Economics |
International Business Administration
Economics and Business Administration
|Prerequisite for:|| |
|Limited attendance:||90 |
Registration: Please see below for details.
|Course Type:||Lecture (3 weekly lecture hours) - Block Course|
Friday , April 23, 2021 from 8am c.t – 6pm
Limited to 90 participants. Registration will open on Monday, March 1, 2021 in ALMA - end of registration time: April 11, 2021.
|Method of Assessment:|| |
Written exam, or oral examination, or assignments or presentation or online assessment
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:
Keller, K. L. (latest ed.): Strategic Brand Management, Prentice Hall. Chapters 1-7 and 9-14.