Advanced Brand Management & Consumer Behavior
1. or 2. Semester
Prof. Dr. Franz-Rudolf Esch
In this advanced module, the knowledge of the module Brand Management & Consumer Behaviour will be extended and a particular focus is put on its practical application by solving, presenting and discussing real-life case studies. In this scope, current challenges of managing global brands are highlighted for example to convey a consistent brand experience at all touchpoints along the customer journey. In this regard, it will be outlined how global and national trends can be considered brand-consistently in the product and communication management.
In addition, latest in-depth insights from consumer research are transferred and their relevance for a successful innovation process is highlighted. In this course, students are provided with a conceptual framework for a consumer-oriented innovation development as well as with necessary methods to evaluate new product ideas and promote innovations also within the company.
The whole module is shaped by a highly engaging setting which includes the application of gained knowledge in the scope of real-life case studies hosted by c-level marketing executives of DAX 30 companies.