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:	For more information please refer to alma.
Prerequisite for:	---
Prerequisites:	---
Limited attendance:	90 Registration: Please see below for details.
Course Type:	Lecture - Online Block Course (Block Course - means this course does not take place every week of the lecture period, only the below indicated dates):
Date:	Wednesday , April 17, 2024 from 6pm – 10pm c.t Thursday, April 18, 2024 from 6pm – 10pm c.t. Friday, April 19, 2024 from 8am – 5pm c.t. Saturday, April 20, 2024 from 8am – 1pm c.t. Please note these are online courses.
Registration:	Limited to 90 participants. Registration open for all (no first-come, first-served): Registration will open on February 1, 2024 on alma - end of registration time: Sunday, April 14, 2024. If the number of applications (limited to 90 participants) exceeds the number of places available, 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 Monday, April 15 by email.
Downloads:	in ILIAS
Method of Assessment:	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!
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.