Profile
- Term:
- 2026
- Time/Place/Documents:
- See LSF
- Exam:
- 1 hour written exam
- Credits:
- PO 2015
3 ECTS in „Anwendungsorientierte Vertiefung betriebswirtschaftlicher Kompetenzbereiche I - VI“
Students have to take the 1-hour (3 ECTS) exam.
PO 2024
3 ECTS in “Perspektiven und Profession der wirtschaftswissenschaftlichen Praxis I/II“
Students have to take the 1-hour (3 ECTS) exam. - Contact Person:
- Maria Knöpfle
Description
Today’s marketers face competitive markets where branding is more important than ever before. Thus, understanding how firms create value though branding is of fundamental importance.
Objectives of the course:
- develop a deeper understanding of the importance of branding and brand equity to today’s marketers.
- introduce the concept of the brand value chain as a framework for analysing the impact of marketing.
- understand how advertising and promotion are used to enhance the brand building process, especially in highly competitive environments in which media clutter is difficult to overcome.
- cutting edge information on some special topics, including big event advertising, interactive advertising/ social media, product placement, and sponsorships.