Universität Wien

040071 UK Marketing Instruments B (2023S)

Brand and Product Management

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 50 participants
Language: German

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 08.03. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 15.03. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 22.03. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 29.03. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 19.04. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 26.04. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 10.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 17.05. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 07.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 14.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 21.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 28.06. 15:00 - 16:30 Hörsaal 9 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

The course aims at deepening students' knowledge in the subject of marketing and providing a sound introduction to the management of brands and products. Brands and how they stand out from products, how they are built up, developed and what added value they have are discussed. The course is intended to encourage further study of the subject of marketing.
The course offered is intended to achieve the following goals:
- Expanding knowledge of the subject of marketing (building on the introductory courses).
- More detailed study of brand development as an effective means of retaining customers and increasing a company's turnover.
- Improve understanding of academic articles and their practical applications

The target group of the course is primarily students of the Bachelor's degree programme in Business Administration who have chosen the professional field of Marketing Management in the specialisation phase.

Theoretical contents are explained in a lecture. Each unit consists of an approx. 60 minutes lecture of theoretical basics by the teacher and approx. 30 minutes application of what has been learned. Please note: the accompanying study of literature is absolutely necessary, as not all contents can be covered within the framework of the lecture.

Assessment and permitted materials

The performance evaluation will be assessed as follows:
- Individual in-class participation (20%)
- Midterm exam (35%)
- Endterm exam (45%)

Students who fail must repeat the entire course (and must register in the usual way next time the course is offered). Oppurtunities for makes-ups can not be offered. The usage of dictionaries is allowed during written exams.

Minimum requirements and assessment criteria

1 ≥ 88%
2 ≥ 75%
3 ≥ 63%
4 ≥ 50%

Examination topics

The examination material includes the contents of the course as well as the listed literature on which the individual units of the course are based.
For the exam preparation, the students will be provided with course materials via Moodle, which follow the contents of the textbook.

Reading list

• Lehrbuch: Keller, Kevin Lane, and Vanitha Swaminathan. Strategic Brand Management: Building, Measuring, And Managing Brand Equity. London: Pearson, 2019 (Global Edition)
• A list of articles will be online at the start of the course

Association in the course directory

Last modified: Tu 14.03.2023 11:28