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040253 FK Strategic Branding (MA) (2016W)

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

Registration/Deregistration

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

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

Monday 03.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Tuesday 04.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Wednesday 05.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Thursday 06.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Friday 07.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Monday 10.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Tuesday 11.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Wednesday 12.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Thursday 13.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Friday 14.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Wednesday 19.10. 08:00 - 09:30 Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Stock
Friday 21.10. 08:00 - 09:30 Studierzone
Tuesday 25.10. 08:00 - 09:30 Hörsaal 8 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

Increasingly firms of all types have come to the realisation that one of the most valuable assets they can strategically utilise is the brand name reputation associated with their products or services. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers' minds cannot. This course provides students with insights into how profitable brand strategies can be created. It addresses three important questions:
(1) How do you build brand equity?
(2) How can brand equity be measured?
(3) How do you capitalize on brand equity to expand your business?
Its basic objectives are to provide an understanding of:
(1) Important issues in planning and evaluating brand strategies and
(2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies.
The course content has relevance to students pursuing a variety of different career goals (marketing, consulting, entrepreneurship, etc.) in virtually any type of organization (public or private, large or small, etc.).
After successfully completing this course you should be able to:
(1) understand strategic brand marketing concepts, principles, and methods,
(2) have enhanced analytical thinking skills in a strategic brand marketing context,
(3) apply course content to real world business contexts (in part through a major project that applies course content to a real world brand), and
(4) enhanced communication skills (via class discussion and a project presentation).

Assessment and permitted materials

The graded assessment items for this course are the following:
(1) Brand Strategy Audit Project (worth 45% of overall grade)
(2) Final exam (worth 45% of overall grade)
(3) Class participation (worth 10% of overall grade)

Minimum requirements and assessment criteria

Examination topics

Reading list

see info sheet

Association in the course directory

Last modified: Mo 07.09.2020 15:29