B321B Brand Management

Lecturer:	Prof. Dr. Kristina Klein (Universität Bremen)
Course description:	B321B
Language:	English
Recommended for this semester or higher:	5
ECTS-Credits:	6/9*
Course can be taken as part of following programs/modules:	International Economics International Business Administration Economics and Business Administration
Prerequisite for:	---
Prerequisites:	---
Limited attendance:	160
Course Type:	Lecture (3 weekly lecture hours)
Date:	Blocked course: November 23, 2018 from 11 a.m. c.t. - 8 pm HS 23 Ku (Kupferbau) November 24, 2018 from 8 a.m. c.t. - 6 pm HS 23 Ku (Kupferbau) January 18, 2019 from 8 a.m. c.t. - 6 pm HS 23 Ku (Kupferbau) Please see below for registration details.
Registration:	Limited to 160 participants (10 places are reserved for exchange students). Registration will be on a first-come-first served basis, and will open on Monday, October 22, 2018 at 9 a.m. on ILIAS. Limited to 150 participants (10 places are reserved for exchange students). Link is announced here.
Downloads:	in ILIAS
Method of Assessment:	Written Exam (60 minutes) Regular date: Thursday, February 7, 2019 from 6 - 7 pm, room HS 25 Kupferbau Additional date:
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.
Classification:	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.
	*Students can obtain 6 ECTS for enrollment in lecture and for passing the final exam. Students can earn additional 3 ECTS by presenting this case study in class.