Brand Management - graduate course

Markus Holzweber (Foredragsholder)

    Aktivitet: Tale eller præsentationForedrag og mundtlige bidrag

    Beskrivelse

    The aim of the course is that students should obtain knowledge about branding and brand management. Students should be able to use theories and concepts to analyse the basis for a brand idea, brand identity, brand message, brand value, the symbolic meaning of consumption, the role of brands, the cultural environment, and the brand as a “Gestalt”. Its basic objectives are to provide an understanding of important issues in planning and evaluating a brand and appropriate mental concepts and techniques to improve the long-term profitability of a brand strategy.
    The course gives an introduction to Brand Management and it is aimed at students who wish to apply a more international perspective to their further education. All classes, project work, and exams are conducted in English.

    Guest lecturers: Mr Anders Holvøe, Kunde A/S, and Mr Sebastian Zenker, Erasmus University Rotterdam
    Periodesep. 2013 - dec. 2013
    Sted for afholdelseUnknown external organisation