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Instructors: Prof. Dr. Martin Meißner
Event type:
Seminar
Org-unit: Corporate Management & Economics
Displayed in timetable as:
Marketing I
Hours per week:
3
Credits:
6,0
Note: In your exam regulations, differing credits may have been specified.
Location:
Campus der Zeppelin Universität
Language of instruction:
Englisch
Min. | Max. participants:
10 | 35
Priority scheme: Standard-Priorisierung
Course content:
Marketing I (Brand Management)
Strong brands are a valuable intangible asset for many companies. Developing and managing strong brands is of high managerial relevance. The course aims at deepening our understanding how brand managers can use strong brands to differentiate their products and generate competitive advantages. We discuss strategies for building brand equity and measure brand performance. Furthermore, the course aims at conveying skills in assessing current challenges in international brand management.
The lectures deal with the following subjects:
· Introduction to brand management
· Customer-based equity and brand positioning
· Brand resonance and the brand value chain
· Choosing brand elements to build brand equity
· Designing marketing programs to build brand equity
· Integrating marketing communications to build brand equity
· Leveraging secondary brand associations to build brand equity
· Developing a brand equity measurement and management system
· Measuring sources of brand equity: Capturing customer mindset
· Measuring outcomes of brand equity: Capturing market performance
· Designing and implementing brand architecture strategies
· Introducing and naming new products and brand extensions
· Managing brands over time
· Managing brands over geographic boundaries and market segments
Educational objective:
· Learn about important theories, models and strategies for brand management.
· Be able to identify sources and outcomes of brand equity.
· Get an understanding how to build, measure, and manage brand equity.
· Analyze and critically discuss options for developing and configuring brands.
Further information about the exams:
Grading will be based on:
1. Presenting and discussing a journal articles in class (50%)
· The lecturer will select relevant journal articles from top-journals that deal with a branding-related topic.
· Students work in a group of two or three. The group is expected to give a 30 minutes presentation in class followed by questions from the audience. Students are supposed to present the key theoretical and/or empirical findings of the paper (1/3 of the final grade) and critically discuss them (1/3 of the final grade). They should also relate the content of the paper to other theories and models that were discussed in the lecturers (1/3 of the final grade).
2. Written exam. (50%)
· Duration: 60 minutes
Admitted Aids:
· Hand calculators are permitted. It is neither allowed to borrow a calculator during the exam nor to communicate with others.
· The use of electronic dictionaries is not permitted.
Mandatory literature:
· Keller, Kevin Lane (2013 or later): Strategic Brand Management, Pearson Education, 4th edition.
· Selected journal articles:
· Brick, D. J., Fitzsimons, G. M., Chartrand, T. L., & Fitzsimons, G. J. (2017). Coke vs. Pepsi: Brand compatibility, relationship power, and life satisfaction. Journal of Consumer Research, 44(5), 991-1014.
· Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response? Journal of Marketing, 81(3), 1-20.
· Shen, H., & Sengupta, J. (2018). Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does. Journal of Consumer Research, 45(3), 595-614.
· Van Horen, F., & Pieters, R. (2017). Out-of-category brand imitation: Product categorization determines copycat evaluation. Journal of Consumer Research, 44(4), 816-832.
· Warren, C., Batra, R., Loureiro, S. M. C., & Bagozzi, R. P. (2019). Brand Coolness. Journal of Marketing, 83(5), 36-56.
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