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: | 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: | Friday , April 23, 2021 from 8am c.t – 6pm |
Registration: | Limited to 90 participants. Registration will open on Monday, March 1, 2021 in ALMA - end of registration time: April 11, 2021. |
Downloads: | in ILIAS |
Method of Assessment: | Written exam, or oral examination, or assignments or presentation or online assessment |
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: |
Literature: | Keller, K. L. (latest ed.): Strategic Brand Management, Prentice Hall. Chapters 1-7 and 9-14. |