EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Literature
Lewicki, R. J., Barry, B. & Saunders, D. M. (2007). Essentials of Negotiation. McGraw-Hill.
Thomas, A. (2010): Handbook of Intercultural Communication and Cooperation: Basics
and Areas of Application. Vandenhoeck & Ruprecht.
Trompenaars, F. (1997). Riding The Waves of Culture: Understanding Diversity in Global
Business. McGraw-Hill.
Teaching Methods
This course is part of the Key account management module. It combines theoretical
sessions and practical examples. Cases will be used to highlight the concepts, and roleplay
activities provide students with the opportunity to reflect on their own skills and
development of a sales strategy
Evaluation
Cases and roleplay module exam.
Brand Development and Strategic Innovation
Semester Hours per week ECTS
Spring 3 7
Learning Outcomes / Course Objectives
Upon successful completion of the course students will be able to:
� Develop an understanding of the role of brand image in international context;
� Assess the future strategic market potential;
� Understand the impact of a strong brand image for the company's success;
� Strengthen the strategic analysis of risks and potential ability of brands and
innovations;
� Develop of IMC-communication strategies to increase brand value;
� Apply portfolio strategies;
� Plan and implement a customer-centric and brand innovation strategy.
Prerequisites/Level
Marketing Planning and Budgeting, Project Management, Consumer Behaviour, Market
Intelligence and Marketing Metrics, Integrated Marketing Communication I, Business
Partner Analysis, Individual and Group Negotiation, Legal Regulations for Marketing and
Sales
Course Description
The following topics will be covered in the course:
� Strategic analysis of future potential product- und Brand innovation
� Co-operation of brand image and organization success
� Brand-driven innovation
� Customer oriented brand development
� Comparison of the marked based view und resource based view
� Image transfer
� Launch und relaunch
� First-mover-advantages in positioning
� Framing and categorizing of brands and products from consumer view
� Steps of strategic innovation
� Practical case studies from successful and failed brand development and
innovation
� IMC-Campaign to increase the brand value
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