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 |
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 |
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. |