Courses
Go to the superordinate section
Elective Module 1: Intercultural Branding (10 ECTS-Credits, 4 h)
Prerequisites for registration: successful completion of the compulsory modules acc. to §8 par .1 no. 1 to 3
Learning Outcome: Students acquire the ability to identify and analyse brand-relevant cultures, to understand their socio-cultural codes and to apply these findings for branding and management.
Elective Module 2: Integrated Brand Communication (10 ECTS-Credits, 4 h)
Prerequisites for registration: successful completion of the compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students acquire in-depth knowledge of online, offline and hybrid communication strategies and activities for sustainable brand management and can apply it.
Elective Module 3: Multi-Channel Distribution and Price Management (10 ECTS-Credits, 4 h)
Prerequisites for registration: successful completion of the compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students acquire in-depth knowledge of sustainable brand management through online, offline and hybrid distribution strategies and activities and the associated price management and can apply it.
Elective Module 4: Trends and Consumer Research (10 ECTS-Credits, 4 h)
Prerequisites for registration: none successful completion of the compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students acquire in-depth knowledge of trends and their effects on consumption styles
and the behaviour of individuals, groups and brand publics and can apply it.
Elective Module 5: Marketing Controlling and Brand Evaluation (10 ECTS-Credits, 4 h)
Prerequisites for registration: successful completion of the compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students know marketing key figures with special consideration of customer value, brand value, benchmarking and digital performance measurement and can use them for the planning of marketing measures in a targeted manner.
Elective Module 6: Management of Consumer Experiences (10 ECTS-Credits, 4 h)
Prerequisites for registration: successful completion of compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students acquire in-depth knowledge of consumer behaviour against the background of the
management of customer contact points, emotions and customer experiences.
Elective Module 7: Product and Service Design (10 ECTS-Credits, 4 h)
Prerequisites for registration: successful completion of the compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students acquire in-depth knowledge in the management and marketing of product and service design as well as of the associated behaviour of consumers and other stakeholders.
Elective Module 8: Current Topics in Marketing (10 ECTS-Credits, 4 h)
(no courses)
Prerequisites for registration: successful completion of the compulsory modules acc. to §8 par. 1 no. 1 to 3
Learning Outcome: Students acquire the ability to critically examine and apply new concepts, techniques and
methods in marketing.
Notes:
- There may still be changes in the courses offered as well as room allocation and course dates.
- The course descriptions found in the English version of the course catalogue are for informational purposes only. Authoritative information can be found in the "Vorlesungsverzeichnis" (German version of the course catalogue).