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Strategic Brand Management

Strategic Brand Management
type: Block (B)
semester: SS 2018
lecturer: Prof. Dr. Martin Klarmann
Joachim Blickhäuser
lv-no.: 2571185
Prerequisites

None.

Bibliography

Homburg, Christian (2016), Marketingmanagement, 6. ed., Wiesbaden.

Content of teaching

Die Veranstaltung konzentriert sich auf das strategische Markenmanagement. Der Fokus liegt dabei auf zentralen Branding-Elementen wie z.B. Markenpositionierungen und –identitäten. Gehalten wird die Veranstaltung von Herrn Blickhäuser, einem langjährigen Manager der BMW Group, der aktuell für das Brand Management des Automobilherstellers zuständig ist.

Annotation
  • Please note that only one of the following courses can be chosen in the Marketing Management Module: Marketing Strategy Business Game, Strategic Brand Management, Open Innovation – Concepts, Methods and Best Practices or Business Plan Workshop. Exception: In summer term 2016 exceptionally two courses can be chosen or, in case one course has already been chosen previously, a second course can be chosen.
  • Please note: The number of participants for this course is limited. The Marketing and Sales Research Group typically provides the possibility to attend a course with 1.5 ECTS in the respective module to all students. Participation in a specific course cannot be guaranteed
  • In order to participate in this course, you need to apply. Applications are usually accepted at the start of the lecture period in summer term. Detailed information on the application process is usually provided on the website of the Marketing and Sales Research Group (marketing.iism.kit.edu) shortly before the lecture period in summer term starts.
Workload

The total workload for this course is approximately 45.0 hours. For further information see German version.

Aim

See German version.

Exam description

Non exam assessment (following §4(2), 3 of the examination regulation).