LFU:online

After successfully passing this course you will have

1) an understanding of brand equity, 

2) the ability to identify and evaluate equity drivers (brand touchpoints),

3) an understanding of approaches and tools to measure brand equity,

4) ideas how brand equity can be leveraged.

You will also further enhance 

-       your ability to assess, select and apply analytical tools, 

-       your problem solving and decision making capabilities as individuals as well as in the role of team members and

-       your ability to reflect the implications of management decisions. 

Touchpoint Analysis

Brand Equity Perspectives

Market Research for Brand Understanding

Financial Brand Evaluation

Lectures

Case Studies

Student Presentations

Online Simulation Game

Critical Reflections about Company Activities

Exam

Class Contribution

Student Presentations

Brown, Tom J., et al (2006), Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology, Journal of the Academy of Marketing Science, 34 (2), 99-106.

Alexander Edeling & Alexander Himme (2018), When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance Relationship, Journal of Marketing, Vol. 82 (May 2018), 1–24.

Nga N. Ho-Dac, Stephen J. Carson, and William L. Moore (2013) The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?. Journal of Marketing: November 2013, Vol. 77, No. 6, pp. 37-53.

M. Schrage and D. Kiron, Leading With Next-Generation Key Performance Indicators, MIT Sloan Management Review, June 2018.

Shuba Srinivasan, Marc Vanhuele, and Koen Pauwels (2010), Mind-Set Metrics in Market Response Models: An Integrative Approach, Journal of Marketing Research, Vol. XLVII (August), 672–684

J. Joško Brakus, Bernd H. Schmitt, Lia Zarantonello (2009) Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing: May 2009, Vol. 73, No. 3, pp. 52-68.

Christian Homburg, Danijel Jozić, Christina Kuehn (2017), Customer experience management: toward implementing an evolving marketing concept, Journal of the Acad. Mark. Sci. (2017) 45:377–401.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.

Ludwig, T., Wang, X., Kotthaus, C., Harhues, S., & Pipek, V. (2017). User Narratives in Experience Design for a B2B Customer Journey Mapping. Mensch und Computer 2017. Tagungsband.
         

R. Chandy and N. Tavassoli (2014), Employee-based brand equity: why firms with strong brands pay their executives less, Journal of Marketing Research, Vol 51, No 6, 676-690.

positive completion of STM 1, STM 2, STM 3

Cost of about 50 Euros to purchase online game licence