436222 VU Instrumente der interkulturellen Markenführung

Sommersemester 2008 | Stand: 18.07.2008 LV auf Merkliste setzen
Institut für Management und Marketing Institut für Management und Marketing
Univ.-Prof. Mag. Dr. Andrea Hemetsberger Univ.-Prof. Mag. Dr. Andrea Hemetsberger, +43 512 507 72550
Univ.-Prof. Dr. Oliver Koll Univ.-Prof. Dr. Oliver Koll, +43 512 507 72500
436222
VU Instrumente der interkulturellen Markenführung
VU 2
5
Block
jährlich
Englisch
Students understand how organisations may stimulate the successful development of brands in a multicultural environment. They learn how to analyse, design and manage touch points with stakeholders in an integrative manner.
1. Touch points with/of brand interest group members 2. Joint construction of brand manifestations 3. Integrated multicultural communication 4. Selection of brand adequate distribution systems and distribution partners in a multicultural environment 5. Supporting brand-related exchange processes 6. Supporting brand-related affective bonds 7. Brand-related Total Quality Management
Instructions, cases, plenary and group discussions, reading assignments, student presentations, mini projects, guest speakers, excursion
oral and written
tba in class
Beginn: Ende April