436266 VU Marketing controlling and brand evaluation
summer semester 2022 | Last update: 09.06.2022 | Place course on memo list436266
VU Marketing controlling and brand evaluation
VU 2
5
weekly
annually
English
Ability to
1) critically evaluate marketing controlling
2) assess of the effectiveness of an organization’s marketing activities
3) evaluate the strength of product and corporate brands
4) evaluate the value a potential customer has for an organization
Controlling in Marketing
Return on Marketing
Brand Equity
Lecture
Case Studies
Discussion of Scientific Papers
Group Work
Company Project
Class participation (individual) 20%
Exam (individual) 60%
Management of a session in class (group) 20%
Farris, P. W., Bendle, N., Pfeifer, P. E., & Reibstein, D. (2021). Marketing metrics: The Manager's guide to measuring marketing performance. Pearson Education.
Core modules of the program: Marketing Research, Strategic Marketing&Branding, Digital Marketing
see dates
- SDG 4 - Quality education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
- SDG 8 - Decent work and economic growth: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.
|
Group 0
|
||||
|---|---|---|---|---|
| Date | Time | Location | ||
|
Thu 2022-03-24
|
14.00 - 17.45 | SR 16 (Sowi) SR 16 (Sowi) | Barrier-free | |
|
Mon 2022-03-28
|
09.00 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
|
Mon 2022-04-04
|
09.00 - 12.45 | SR 19 (Sowi) SR 19 (Sowi) | Barrier-free | |
|
Tue 2022-05-03
|
09.00 - 12.45 | SR 11 (Sowi) SR 11 (Sowi) | Barrier-free | |
|
Mon 2022-05-09
|
09.00 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
|
Mon 2022-06-13
|
14.00 - 17.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
|
Wed 2022-06-22
|
16.30 - 17.45 | SR 18 (Sowi) SR 18 (Sowi) | Barrier-free | Messner - projects update |
|
Thu 2022-06-30
|
15.00 - 17.45 | SR 18 (Sowi) SR 18 (Sowi) | Barrier-free | |