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Sales, Pricing and Brand Management (DLMBSPBE)

Module Title: Sales, Pricing and Brand Management

Module No.:

DLMBSPBE

Semester / Term:

--

Duration:

Minimum of 1 Semester

Module Type(s):

Wahlpflicht

Regularly offered in:

WS, SS

Workload: 300 h

Credit Points: 10

Admission Requirements:

None

Language of Instruction:

Englisch

Contributing Courses to Module:

Workload:

Self-study: 180 h
Self-examination: 60 h
Tutorials: 60 h

Course Coordinator(s) / Tutor(s):

Please see the current list of tutors on the Learning Management System.

Module Director:

Prof. Dr. Claudia Bornemeyer

References to Other Programs:

• Master of Business Administration (MBA-60/90)
• Master Marketingmanagement (MM-60/120)
• Master General Management (GM-120)

References to Other Modules in the Program:

• International Management
• Consumer Behavior and Research

Qualification and Educational Objectives of the Module:

Students will acquire an in-depth understanding of brands, brand components and brand management. They will examine how brands are positioned and re-positioned in regional, national and international markets and explore the concept of shared and co-operative branding. As students develop an understanding of the importance of brand valuation and measurement techniques, they will also form an understanding of tactics for brand falsification and protection and develop strategies to manage a brand crisis. Throughout this module, students will gain a comprehensive understanding of modern sales organizations’ key factors for success. They will understand the relationship between segmentation and the design of an appropriate sales organization, and acquire the skills for the execution of the respective analyses and application of improvement levers.

Course Content of the Module:

• Branding in international markets
• Measuring brand equity and performance
• Managing international brands over time and across geographical boundaries and market segments
• Managing a brand crisis
• Segmentation
• Channel management and key account management
• Sales force effectiveness
• Sales optimization levers and pricing tools

Teaching Methods:

See the contributing course outline(s)

Literature:

See the contributing course outline(s)

Percentage of the Module Grade Relative to the Final Grade for the Program:

--

Prerequisites to Qualify for Assessment:

Assessment:

See course outline(s)

Exam, 180 minutes (100%)