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 Instrumente der interkulturellen Markenführung

VU 2

5

Block

jährlich

Englisch

Students understand how organisations may stimulate the successful development of brands in a multicultural environment. They learn how to analyse, design and manage touch points with stakeholders in an integrative manner.

1. Touch points with/of brand interest group members 2. Joint construction of brand manifestations 3. Integrated multicultural communication 4. Selection of brand adequate distribution systems and distribution partners in a multicultural environment 5. Supporting brand-related exchange processes 6. Supporting brand-related affective bonds 7. Brand-related Total Quality Management

Instructions, cases, plenary and group discussions, reading assignments, student presentations, mini projects, guest speakers, excursion

oral and written

tba in class

Beginn: Mo, 26.03.2012, 08:30-12:30, SR 12

siehe Termine SE, wenn keine TVR Buchung