LFU:online

*Language: participation in the market research project of this course requires German language skills! Lectures, group presentations and topical session will be in English.

This course focuses on brand concepts, brand-building, market research and performacne measurement. It emphasizes the importance of maintaining relationships with customers and other stakeholders important to company success. Students realize that organizations depend on a number of market partners in establishing a desirable brand and learn how to invetigate into their aspirations. The course ultimately aims to provide practical experience how to do so.

Brand Concepts, Brand-Consumer Relationships, Measuring Brand Meaning, Brand Management

Market Research Process and Methods, Company Project

Marketing Performance Measurement

Input, discussions, group work and presentations, case studies, company guests, term project, guests

Reflection Papers, Term Papers, Team-Presentatios, Mid-term Exam, Final Exam

Will be provided on OLAT.

participation requirements see curricula

To participate in the marketing research project you must be physically present at Innsbruck