Sommersemester 2010 - Wirtschaftswissenschaftliche Fakultät ...

186 Diplom - Hauptstudium
bekannt gegeben. Die Veranstaltungen nden teilweise in den Räumlichkeiten der
Continental AG statt.
Bitte die Aushänge am Informationsbrett des Instituts für Marketing und Management
sowie des Instituts Unternehmensführung und Organisation zum Zeitraum der
Anmeldung und der Vergabe der Hausarbeitsthemen beachten.
Brand Management and International Customer Behavior (70868 / 170868)
Blockveranstaltung
Wiedmann
Inhalt: The study of brand and customer behavior is considered a crucial area in
marketing as brands are amongst the most valuable assets a company can have in
today's highly competitive marketplace. Globalized markets therefore require the
critical revision of the conceptual understanding of consumer behavior in general an
brand behavior in specic. Against this background the course goals are to provide
conceptual understanding of brand and consumer behavior and to provide experience
in applying consumer behavior concepts to marketing strategy and social policy
decision-making. The course covers major inuences on the brand consumption
processes, including psychological, situational, and socio-cultural factors as well as
current and fundamental theories of brand management (e.g. brand-oriented corporate
governance, strategic brand architecture, brand portfolios, integrated brand
communication). Specic course topics include perception, attitudes, values, consumer
decision-making, and customer satisfaction, among others. The marketing implications
of understanding the consumer are emphasized, but social factors are also
considered
Literatur: A syllabus and a list of relevant literature will be published on the information
board or handed out during the rst session.
Bemerkungen: The course will be conducted in English.