Brand Strategy Seminar

MKT 664

Lecturer Prof. Dr. Florian Stahl
Contact person Maximilian Beichert
Course Format Seminar
Credit Points 2 ECTS
Hours per Week 1
Semester Fall/Winter
Language English
Registration Maximilian Beichert
Accepted Participants Mannheim Master in Management, Mannheim Master in Business Research (MMBR), M.A. Culture and Economy / Business, M.Sc. Business Education, M.Sc. Business Informatics, M.Sc. Business Mathematics, M.Sc. Economics, Diplom Business Administration

Further Information

  • Brief Description

    The seminar brand strategy, which takes place in cooperation with L’Oreal, involves the design and implementation of a marketing program to establish in a strategic way an existing brand in a new product category or subcategory. During the seminar we will discuss topics such as the product design, product positioning and product advertising of a new product which extends an existing brand and follows the umbrella brand identity and umbrella brand vision. This seminar will be useful for those pursuing careers in marketing, general management, and consulting.

    Learning objectives of this course comprise the design and positioning of a branded product and the strategic brand extension of a well-established global brand. Further learning objectives are writing a marketing plan, design of a specific product advertisement as well as the presentation oft he results to managers of a global company.

    The Brand Strategy Seminar awards 2 ECTS and requires your attendance in four Zoom-meetings on the following days: 20 September (9:30–12:00 p.m.), 4 October, 25 October, and 8 November 2023 (12:30–15:30 p.m.). The registration procedure for the seminar looks as follows:

    • You can apply in groups of 3; individual applications will be matched with other students also looking for a team.
    • Application documents: Please send your CV and a short letter of motivation for seminar participation (as one pdf-document) to

     Application deadline is Friday, 15 September 2023.

    We are looking forward to receive your applications!

  • Seminar

    Lecturer Prof. Dr. Florian Stahl
    Contact person Maximilian Beichert
    Schedule Please refer to the latest information on Portal2 and ILIAS
    Assesment 100% Presentation