International Business Studies FT
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Global Brand Management (WP)*

level of course unit

2. Study cycle, Master

Learning outcomes of course unit

The students:
• know how important it is to build and develop a brand over time.
• know about the power of a brand and the role it plays in the purchase decision.
• can analyze brands for their differentiation from the competition in the market, uncover weaknesses and make constructive suggestions for improvements.
• are able to design strategic measures such as brand extensions and transfers of an existing brand.
• know the special features of global brands.

prerequisites and co-requisites


course contents

• Definition and delimitation of the term brand
• Positioning as proof of the significance and strength of the brand in the competitive environment
• Growth and maintenance of a brand
• Strategic measures (brand expansion, brand wear, brand rejuvenation), even in a demanding market environment (e.g. in saturated markets)
• Influence of the brand on the consumer's buying decision

recommended or required reading

• Finch, Jon; Kapferer, Jean-Noel: The New Strategic Brand Management – advanced Insights and Strategic Thinking. Kogan Page (latest edition)
• Miller, Donald: Building A Story Brand – Clarify Your Message So Customers Will Listen. Thomas Nelson Publishers (latest edition)
• Minsky, Laurence; Geva, Ivan: Global Brand Management: A Guide to Developing, Building & Managing an International Brand. Kogan Page (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

assessment methods and criteria

Online tasks, exam

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)