Global Brand Management (DLMBSPBE01)
Kursnummer: DLMBSPBE01 |
Kursname: Global Brand Management |
Gesamtstunden: 150 h |
ECTS Punkte: 5 ECTS |
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Kurstyp: Wahlpflicht Kursangebot : WS, SS Course Duration : 1 Semester |
Zugangsvoraussetzungen: None |
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Kurskoordinator(en) / Dozenten / Lektoren: Siehe aktuelle Liste der Tutoren im Learning Management System |
Bezüge zu anderen Modulen: Siehe Modulbeschreibung |
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Beschreibung des Kurses: For most companies, a major opportunity to grow their business involves looking for possibilities outside their native country. However, taking brands beyond national boundaries presents a new set of branding issues as the global marketplace is constantly changing. At the same time, various forms of regionalization are taking place, adding another layer of complexity to managing a brand portfolio. Arguably, products, pricing and distribution are increasingly becoming commodities and the new competitive arena is brand value, creating long-term, profitable brand relationships. Ultimately, strong brands will transcend industries and provide an organization with one of its most valuable assets. This course ultimately aims to introduce students to the differentiation of products and services in a world of alternatives and the benefits/disadvantages of providing customers with the power of choice. Course Objectives and Outcome: Upon completion of this course, students will be able to:
By the end of the course, students should be able to analyze the main challenges facing international brands, and be able to measure their brand equity and understand the factors that contribute to increasing or losing consumer-based brand equity. Furthermore, students should be able to analyze a company’s current brand strategy and propose viable alternatives as well as make informed decisions with greater probability of success. Teaching Methods: A variety of learning materials are offered to students: depending on the course, these include printed and online course books, vodcasts, podcasts, online tutorials, case studies, and online knowledge tests. This range of learning materials is offered to students so they can study at a time, place, and pace that best suits their circumstances and individual learning style. Course Content: 1 Branding in International Markets 1.1 Brand Positioning and Repositioning Strategies 1.2 Choosing Brand Elements to Build Brand Equity (BE 1.3 Integrating Marketing Communications 1.4 Designing Marketing Programs to Build BE 2 Measuring Brand Equity and Performance 2.1 Brand Equity Measurement Systems 2.2 Measuring Sources and Outcomes of Brand Equity 2.3 Brand Audits 3 Managing International Brands over Time 3.1 Designing and Implementing Stages of Branding Strategies 3.2 Managing Brand Hierarchy in an International Context 3.3 Business-to-Business (B2B) Brand Management Strategies and Structure 4 Managing Brands over Geographical Boundaries and Market Segments 4.1 Cultural Influences in Managing Brands across Geographical Boundaries 4.2 Concepts of Shared and Cooperative Branding Strategies 4.3 Brand Partnerships and the Implication of Standardization and Customization 5 Managing a Brand Crisis 5.1 Global Brands and Managing Aspects of a Brand Crisis 5.2 Brand Falsification 5.3 Brand Protection Strategies |
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Literatur: • Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: The next level of the brand revolution. New York: Free Press. |
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Prüfungszugangsvoraussetzung: • Depending on the course: Completion of online knowledge tests (approx. 15 minutes per unit, pass / not pass) |
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Prüfungsleistung: Exam, 90 min |
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Student Workload (in hours): 150 Self-study: 90 |