LFU:online

Fakultäten Servicestelle Fakultäten Servicestelle

P.h.D John Hulland P.h.D John Hulland

146682

MKT 3590 – Brands and Branding

SE 3

3

Block

keine Angabe

Englisch

[Prerequisite: Consent of Department. The Department of Marketing grants permission to INTERNATIONAL SUMMER SCHOOL 2013 participants who have completed MKT 3501 Principles of Marketing or an equivalent course.] Topics of current interest in marketing. Topic changes from semester to semester.

The Brands and Branding course explores the role played by brands in influencing consumers’ choices, examines in detail both the logical and emotional levers that drive consumers’ responses to brands, and investigates how brands can be managed more effectively by businesses. My approach focuses primarily on understanding brands and branding from both a business and more specifically a marketing perspective. However, in order to make better business decisions, managers must first understand what brands represent and mean to consumers. Thus, the first part of the course will emphasize the roles played by brands in our daily lives, our interpretations of brands, and our relationships with them. The second half of the course then builds on this understanding of customer – brand relationships to study various classic brand management decisions (e.g., brand extensions, brand portfolio changes, brand revitalization). To take advantage of the setting in Innsbruck, Austria, and to emphasize the international aspects of brand management, I will use multiple cases drawn from around the globe (including cases based in Russia, China, and Argentina).

Class Rules & Attendance The University of New Orleans International Summer School program has a mandatory class attendance policy. All students are required to attend class for all classes and any required lectures and field trips. No unexcused absences are allowed. However, UIBK students who have to miss a UNO class due to UIBK examinations in the first two weeks of our program, can receive one excused absence for this. Any further unexcused class days will result in an academic penalty. Each faculty member determines the penalty for missed classes. Most professors deduct a letter grade for each additional missed class day. For details, please refer to your course syllabi, which will be distributed on the first day of class. Mail: Center-New-Orleans@uibk.ac.at
Beginn: 1. Juli 2013

01.07.-08.08.2013, 11:00 - 12:20 Uhr