Brand Introduction and Communication

Faculty

Faculty of Business Management and Social Sciences

Version

Version 1 of 29.05.2024.

Module identifier

22M0658

Module level

Master

Language of instruction

German

ECTS credit points and grading

5.0

Module frequency

only summerterm

Duration

1 semester

 

 

Overall workload

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

Teaching and learning methods
Lecturer based learning
Hours of workloadType of teachingMedia implementationConcretization
30LecturePresence-
15Learning in groups / Coaching of groupsPresence or online-
Lecturer independent learning
Hours of workloadType of teachingMedia implementationConcretization
30Preparation/follow-up for course work-
40Work in small groups-
35Exam preparation-
Graded examination
  • Written examination or
  • Portfolio exam or
  • Oral presentation, with written elaboration
Literature

Burmann, C., Halaszovich, T., Schade, M.; Piehler, R. (2018): Identit?tsbasierte Markenführung, Wiesbaden (ggf. neuere Auflage)
Esch, F-R. (2018): Strategie und Technik der Markenführung, München (ggf. neuere Auflage)

Kreutzer, R. T. (2021): Social-Media-Marketing kompakt, Wiesbaden (ggf. neuere Auflagen)

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Applicability in study programs

  • International Business and Management (Master)
    • International Business and Management, M.A. (01.09.2024)

  • Business Management
    • Business Management, M.A.

    Person responsible for the module
    • Eggers, Sabine
    Teachers
    • Eggers, Sabine