Studienplan Wintersemester 2012/2013 - Hochschule Ingolstadt
Studienplan Wintersemester 2012/2013 - Hochschule Ingolstadt
Studienplan Wintersemester 2012/2013 - Hochschule Ingolstadt
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Seite 88 zum <strong>Studienplan</strong> Studiengang Betriebswirtschaft B.A.<br />
2.5.4b International Brand Management<br />
- Guest Students only –<br />
Lecturer : Natarajan Chandrasekhar<br />
Offered in<br />
WS<br />
Prerequisites:<br />
2 SWS/5 ECTS<br />
none<br />
Workload: 150 h<br />
Course type:<br />
Mix of lectures and discussions and case studies Meeting time:<br />
weekly<br />
Objectives: To provide a basic understanding of Product/Brand management and its importance<br />
to the organization through examining the analytical, decision making<br />
and planning concepts and tools available to the Product/Brand management.<br />
Content:<br />
Exam:<br />
Literature:<br />
- Introduction to Product Management<br />
- Role and function of product management in the organization<br />
- New product development process and strategy<br />
- Understanding a product/brand<br />
- Brand identity/brand extension<br />
- Brand equity<br />
- Brand building strategies<br />
- Brand valuation models – basics<br />
- Why Brand?<br />
Written exam 90 minutes (3 ECTS)<br />
Presentation (2 ECTS)<br />
Case studies will be provided on the FH intranet<br />
Product Management – Lehmann<br />
Strategic Brand Management – David Aaker<br />
Philipp<br />
Kotler, P.; Keller, K. L.: Marketing Management, 13. ed., Upper Saddle River<br />
(NJ) 2008<br />
Miscellaneous: This course will be taught in English.
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