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Detailed information about the module

Module title:

Brand Management - Building strong Product and Service Brands

Module title (english):

Brand Management - Building strong Product and Service Brands

Module number:

82-021-MD21-H-0507

Level:

Bachelor (UNI)

Course of study:

Type:

Modul

Organising faculty/Language Center:

Wirtschaftswissenschaftliche Fakultät

Instructors responsible:

Matta, Shashi

Examiners:

Credit points (ECTS):

competencies/skills:

This course is designed with a focus on brand management strategies to build strong product and service brands. The objectives of this course are to:
 Understand key Branding concepts based on Marketing fundamentals
 Learn Segmentation and Targeting based on Marketing Research and Consumer Psychology
 Understand Positioning Strategy and Learn to Develop Positioning Strategies for Brands
 Learn about Repositioning Strategies
 Understand and Learn to Develop Brand DNA
 Learn the differences in Product and Service Branding
 Understand the concept of Brand Equity and the challenges in building and measuring Brand Equity.
 Provide the theoretical foundation and a set of managerial tools to create, sustain, and continuously enhance a Product or Service Brand
Besides technical skills in the function of Brand Management students gain soft skills such as teamwork and communication. Additionally, students enhance their analytical skills with rigorous discussions of published and real-life case studies in class. They learn how to analyze, discuss and to critically question industry practices and brand management functions. Since the lecture and tutorials are held in English, students will have an opportunity to enhance their English language skills.

course content/topics:

Part I: Branding Basics and Definitions
 What is a Brand?
 Origins and contemporary meaning of Brands
Part II: Marketing Frameworks that Guide Brand Management
 The basic premise of “Value”
 Targeting and Segmentation
Part III: Positioning Strategy
 Elements of Positioning Strategy; Writing Positioning Statements
 When and How to Reposition Brands
Part IV: Brand DNA
 Elements of the Brand Pyramid
 Differences between Product and Service Brands
Part V: Brand Equity
 Defining Brand Equity from Different Perspectives
 Models of Measuring Brand Equity
Part VI: The Brand Management Function in Organizations
 A Brand Manager’s Role and Tasks
 Challenges that face Brand Managers Today

formal requirements of admission:

recommended qualifications:

Recommended: Lecture “Principles of Marketing Management”

Lehr- und Lernformen/Lehrveranstaltungstypen:

requirements for the attainment of ECTS points:

Reflection Paper 25%
Students are required to work in teams of two for this assignment. Each student pair is required to discuss the learnings from this course and develop a reflection paper with all key learning. They are also expected to apply these learnings by proving examples from the German marketplace for each concept in the reflection paper. Page limit and formatting: 4 pages, single-spaced, Times New Roman 12; figures and tables can take up an extra 3 pages.

Team Case Analysis Assignment 35%
Students are required to form teams (minimum 4 students, maximum 5 students) for the team case analysis. Each team is required to write an analysis for one comprehensive business case that will be announced and distributed in a tutorial session, along with case analysis questions. Page limit and formatting: 7 pages, single-spaced, Times New Roman 12; figures and tables can take up an extra 3 pages.

Final Exam 40%
The final exam will be based on all the material discussed in the lectures and in the tutorials. It will be a two-hour (120 minutes), in-class exam.

workload/distribution of ECTS points within the module:

28 h = Time of attendance: Lectures
28 h = Time of attendance: Tutorials
28 h = Self-study pre-and-post Lectures
28 h = Self-study pre-and-post Tutorials
38 h = Assignments and Exam preparation
150 h = Total workload

calculation of module marks:

There are three graded deliverables for this class – a Reflection Paper (25%), a Team Case Analysis Assignment (35%) and a Final Exam (40%).

teaching/learning method:

- Lecture
- Tutorial (including published and real-life case studies and live exercises)

compatibility with other courses of study:

Turnus des Angebots:

Beteiligte Fachgebiete:

Bemerkung: