LFU:online

The course introduces participants to key questions in marketing control and brand monitoring. Upon completion of the course, students understand the importance of marketing control and brand monitoring and they are familiar with various concepts and instruments used in practice to approach these topics. They will also have acquired practical experience in evaluating the value of brands and assessing the performance of marketing activities. 

Brand equity, marketing budgets, return on marketing, customer equity and customer lifetime value, marketing performance measurement in communication management, conjoint analysis.

This course contains a mixture of various learning approaches. Besides more input-driven sessions, many of the sessions will depend on students’ co-creation; i.e. your questions and comments are not only strongly encouraged, they are critical if the course is to maximize its value for you and your classmates. The more you actively participate, the more fun and rewarding the course will be. Also, the better grade you will receive. Reading assignments must be completed by the dates shown.

Case study report, company project, and class participation

see course syllabus on OLAT