LFU:online

Institut für Management und Marketing Institut für Management und Marketing

o. Univ.-Prof. i. R. Dr. Hans Mühlbacher o. Univ.-Prof. i. R. Dr. Hans Mühlbacher

436222

VU Markenführung und strategische Positionierung

VU 2

5

Block

jährlich

Englisch

This course is designed to introduce the world of strategic branding to you from the perspective of a division and/or brand manager. The main objective of the course is to help you learn how a brand can be set up so as to make it an invaluable asset for the company and the brand interest group comprising consumers, employees and other stakeholders. We will discuss branding in the light of a multi-cultural and changing environment. Particular emphasis will be put on the strategic tenets of branding, its internal grounding, and the influence of new technologies and changing consumer behavior on branding.

Theoretical conceptualizations of brands Positioning a brand in a multi-cultural environment Brands as complex social phenomena Brand personality and brand relationships Brand semiotics Sensory and experiential branding Brand extensions Corporate brands and brand architecture Postmodern branding and brand co-creation

Interactive and participatory; lectures, discussions, group work, case studies

tba in class

Prerequisite: course Strategy and Leadership
Beginn: VB, 10.12.2012, 16:00-17:30, HS 3 (Sowi)