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Sales, Pricing and Brand Management (DLMBSPBE)

Modulbezeichnung: Sales, Pricing and Brand Management

Modulnummer:

DLMBSPBE

Semester:

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Dauer:

Minimum of 1 Semester

Modultyp:

Wahlpflicht

Regulär angeboten im:

WS, SS

Workload: 300 h

ECTS Punkte: 10

Zugangsvoraussetzungen:

None

Unterrichtssprache:

Englisch

Kurse im Modul:

Workload:

Self-study: 180 h
Self-examination: 60 h
Tutorials: 60 h

Kurskoordinatoren/Tutoren::

Please see the current list of tutors on the Learning Management System.

Modulverantwortliche(r):

Prof. Dr. Claudia Bornemeyer

Bezüge zu anderen Programmen:

• Master of Business Administration (MBA-60/90)
• Master Marketingmanagement (MM-60/120)
• Master General Management (GM-120)

Bezüge zu anderen Modulen im Programm:

• International Management
• Consumer Behavior and Research

Qualifikations- und Lernziele des Moduls:

Students will acquire an in-depth understanding of brands, brand components and brand management. They will examine how brands are positioned and re-positioned in regional, national and international markets and explore the concept of shared and co-operative branding. As students develop an understanding of the importance of brand valuation and measurement techniques, they will also form an understanding of tactics for brand falsification and protection and develop strategies to manage a brand crisis. Throughout this module, students will gain a comprehensive understanding of modern sales organizations’ key factors for success. They will understand the relationship between segmentation and the design of an appropriate sales organization, and acquire the skills for the execution of the respective analyses and application of improvement levers.

Lehrinhalt des Moduls:

• Branding in international markets
• Measuring brand equity and performance
• Managing international brands over time and across geographical boundaries and market segments
• Managing a brand crisis
• Segmentation
• Channel management and key account management
• Sales force effectiveness
• Sales optimization levers and pricing tools

Lehrmethoden:

See the contributing course outline(s)

Literatur:

See the contributing course outline(s)

Anteil der Modulnote an der Gesamtabschlussnote des Programms:

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Prüfungszulassungsvoraussetzung:

Abschlussprüfungen:

See course outline(s)

Exam, 180 minutes (100%)