Universität Wien

040071 UK Marketing Instruments B (2025S)

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

  • Tuesday 04.03. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 11.03. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 18.03. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 25.03. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 01.04. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 08.04. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 29.04. 11:30 - 13:00 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
    Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 06.05. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 13.05. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 20.05. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 27.05. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 03.06. 11:30 - 13:00 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock
    Seminarraum 4 Oskar-Morgenstern-Platz 1 1.Stock
    Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
  • Tuesday 17.06. 09:45 - 11:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Tuesday 17.06. 11:30 - 13:00 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock

Information

Aims, contents and method of the course

Target group
This course is aimed particularly at students of the Bachelor's degree in Business Administration who have chosen the field of Marketing Management in the advanced phase.

Objectives & content
The course aims to deepen students' knowledge of marketing and provide a sound introduction to brand management. Brands and how they stand out from products, how they are constructed and developed and what added value they have are discussed. The course is intended to encourage further study of marketing.
The course is intended to achieve the following objectives:
• Expanding knowledge of marketing (building on the introductory courses)
• More detailed study of brand development as an effective means of customer loyalty and increasing a company's sales
• Improving the understanding of academic articles and their practical applications

Course structure
Theoretical content is explained in a lecture. Each unit consists of approximately 60 minutes of a lecture on theoretical principles by the teacher and approximately 30 minutes of applying what has been learned.

Assessment and permitted materials

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

The usage of dictionaries is allowed during written exams.

Minimum requirements and assessment criteria

Absence in the first session will result in deregistration from the course. The last date to withdraw from the course is March 14. Students who decide to withdraw from the course after this date will receive a grade of 5 (fail).

The assessment of the overall performance of the participants is based on the following key:
1 ≥ 88%
2 ≥ 75%
3 ≥ 63%
4 ≥ 50%
5 < 50%

No make-up exams are offered; students who fail must repeat the entire course (and must register in the usual way next time the course is offered).

Examination topics

The examination material is the content of the course and the specified literature on which the individual units of the course are based.
For exam preparation, students are provided with course materials online (via Moodle) that prepare the content of the textbook according to the course units.

Reading list

Lehrbuch: Keller, Kevin Lane, and Vanitha Swaminathan. Strategic Brand Management: Building, Measuring, And Managing Brand Equity. London: Pearson, 2019 (Global Edition).

Association in the course directory

Last modified: Tu 17.06.2025 11:05