Brand Strategy Seminar

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: 21 September, 5 October, 26 October, and 25 November 2021 (9:30–12:30 p.m.). The only formal prerequisite for participation in the seminar is the successful completion of the course MKT 663 Branding and Brand Management. 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 maximilian.beichert uni-mannheim.de

 Application deadline is Friday, 16 September 2022.

We are looking forward to receive your applications!