More and more firms of all types have come to the realization that one of the most valuable assets they have is the brand names and other related brand elements associated with their products or services. Despite this recognition of the crucial importance of Brand Management, very little attention has been paid to the subject in management education.
Among other issues this course will focus on the importance of brand equity, of managing brands over time and across geographic boundaries, and the application of the marketing mix to support brand strategies ect. Course offered by Department of Business studies, Aarhus School of Business, AU.
Period
04-07-2011 - 29-07-2011 (4 weeks)
Target group
Students must have completed, at the very least, a Marketing Fundamentals course, since a clear understanding and knowledge of basic marketing concepts is required in order to follow class discussions.
Course aim
This course is designed to provide students with an overview of Brand Management. The learning outcomes of the course are: To gain an understanding of the major elements of Brand Management To be able to critically asses Brand Management strategies To be able to apply Brand Management theory to real life examples To work effectively in teams to analyse and prepare reports on brand management issues
Credits
10.0 ECTS credits
Course fee
EUR 0: See website for information regarding fees.
Course leader
Chris Baumann, Macquarie University
Aarhus University International Centre
Address: Hoeg Guldbergs Gade 4, building 1650 Aarhus C
Postal code: 8000
City: Aarhus
Country: Denmark
Website: http://www.au.dk/summeruniversity
E-mail: SummerUniversity@adm.au.dk
Phone: +45 8942 2320
Brand Management
