LFU:online

Students learn to investigate the psycho-social as well as economic internal and external effects of an organisation´s brand-related operations. They understand the various objectives an organization may have concerning brands, get acquainted with options to monitor the achievement of these objectives and are able to suggest and apply measures to be taken if the company fails to achieve its objectives.

1. Brand management objectives (quantitative and qualitative) 2. Stakeholder analysis (roles in brand development, intended meanings, translation of general objectives into stakeholder-related objectives) 3. Brand audit (development of adapted stakeholder-related measures, measure and measurement equivalence in various cultural environments, cross-sectional analysis) 4. Tracking of brand discourse and brand development (process analysis of emerging brand meanings and interest group membership) 5. Deriving brand management consequences (consequences of measures on employee behaviour, culture specific adaptation of management systems).

Instruction, reading assignments, student presentations, cases, mini-projects, guest speakers, plenary and group discussions

Lehrveranstaltungsprüfung gemäß § 7 Satzungsteil, Studienrechtliche Bestimmungen

Wird im Rahmen der ersten Lehrveranstaltung besprochen.