LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Univ.-Prof. Dr. Oliver Koll Univ.-Prof. Dr. Oliver Koll, +43 512 507 72500

436223

SE Kontaktpunktmanagement

SE 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 4. Brand architecture 5. Brand extensions 6. Brand equity

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

04.06 bis 05.06.2012; Exkursion, Salzburg / Traun