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MKT 664: Brand Strategy Seminar

Lerninhalte
The course usually takes place in the fall semester. It will be offered in spring semester 2022 exceptionally.
Although brand names represent one of the most valuable (intangible) assets for a firm, creating and nurturing a strong brand poses considerable challenges. Branding is therefore a critical management task that has both strategic and tactical elements. The seminar brand strategy 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.

Lern- und Qualifikations­ziele
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 of the results to managers of a global company.

Notwendige Voraussetzungen

Inhaltliche Voraussetzungen
MKT 663 or other course on Branding

LehreSelbststudium
Seminar1 SWS5 SWS
ECTS2
SpracheEnglisch
Prüfungs­form und -umfangTeam Seminar Paper (70%) and Team Presentation (30%)
Zulassungs­beschränktJa
Informationen zur AnmeldungPlease register directly with the chair: https://www.bwl.uni-mannheim.de/quantitativemarketing/teaching/brandstrategy/#c39004
Geprüft durch
Durchführende Lehr­kraft
Prof. Dr. Florian Stahl
Prof. Dr. Florian Stahl
AngebotsturnusFrühlings-/Sommersemester & Herbst-/Wintersemester
Dauer des Moduls 1 Semester
VerwendbarkeitM.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf., LL.M., MAKUWI
Vorleistungen
Programm­spezifische KompetenzzieleCG 1, CG 2
Benotung Ja
LiteraturKevin Lane Keller, Vanitha Swaminathan (2019): Strategic Brand Management, 5th Edition, Pearson Prentice Hall.
GliederungThe 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. The Brand Strategy Seminar awards 2 ECTS and requires your attendance in three meetings (block seminars) spread over the semester.