Please note the following credit values:
BSc Course: 4.5 ECTS*
BSc Seminar Course: 9 ECTS
MSc Course: 5 ECTS
MBA Course: 3 ECTS
MBA Workshop: 1 ECTS
Language course: 5 ECTS
*The following BSc courses have a different credit value:
Business Communication: Theory & Practice: 3 ECTS
Managing your personal performance holistically: 3 ECTS
Harmonizing Leadership with Personal Development: 3 ECTS
Mental Health First Aid: 1,5 ECTS
Understanding your personal performance base: 1,5 ECTS
Workshop Body Language for Women: 1,5 ECTS
Intercultural Competence - Fit for International Collaboration: 1,5 ECTS
Perform Yourself! Media and Presentation Coaching: Personal Presence!: 1,5 ECTS
Brand Management - Q3
Participation Prerequisites
Basic knowledge in marketing
Course Content
1. Understanding the brand
2. Building the brand
3. Growing the brand
4. Evaluating the brand
Intended Learning Outcomes and Competencies
You should know…
…about the importance of brands to consumers, brand manufacturers, and retailers.
…how a brand positioning can be developed.
...how to build and strengthen a brand.
…how to build and structure a portfolio of brands.
…how to grow a brand/with brands.
…how to evaluate the equity and the value of a brand.
Instruction Type
Presence
Form of Examination
| Form of Assessment | Weighting (in %) |
Duration of written exam in minutes |
| Written Exam | ||
| Oral Examination | - | |
| Written Work (Individual) | - | |
| Written Work (Group) | - | |
| Presentation (Individual) | - | |
| Presentation (Group) | - | |
| Business Simulation | - | |
| Class Participation | - | |
| Answer-Choice-Exam | - | |
| Other assessment format (please specify): | - |
Literature
Recommended book:
Keller, K.L. and Swaminathan, V. (2020): Strategic Brand Management, 5th Edition, Pearson.
Articles:
Specific articles will be recommended in class.
Next events
No current events available!
| 1/6 | Lecture | We, 14.01.2026 | 15:30 Uhr | 18:45 Uhr | IP-C-101 Hörsaal / Lecture Hall |
| 2/6 | Lecture | We, 21.01.2026 | 15:30 Uhr | 18:45 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
| 3/6 | Lecture | We, 28.01.2026 | 15:30 Uhr | 18:45 Uhr | IP-C-101 Hörsaal / Lecture Hall |
| 4/6 | Lecture | We, 04.02.2026 | 11:30 Uhr | 15:15 Uhr | IP-C-101 Hörsaal / Lecture Hall |
| 5/6 | Lecture | Tu, 10.02.2026 | 15:30 Uhr | 18:45 Uhr | IP-C-101 Hörsaal / Lecture Hall |
| 6/6 | Lecture | We, 18.02.2026 | 15:30 Uhr | 18:45 Uhr | IP-C-101 Hörsaal / Lecture Hall |
Lecturers
Brexendorf, Tim Oliver
Lecturer
Indicative Student Workload
| Self-Study | 64 h |
| Contact Time | 24 h |
| Examination | 2 h |
Esc