Course Syllabus
Unit
Strategic Brand Management and Branding Tools
Module
Strategic Brand Management
Responsible for module
Prof. Dr. Jens U. Paetzmann, jens.paetzmann@hs-neu-ulm.de,
Tel: +49(0)731-9762-1423, Room: Centre for Marketing & Branding (ZWEI,4 Edison 7)
Course type
Part of the specialisation “International Brand & Sales Management”
Lecturer(s)
Prof. Dr. Jens U. Paetzmann
Language
English
Semester
3rd semester
Teaching methods / scale / members
Teaching methods: The module will be delivered through a blended learning approach by combination of some or all of the following: formal lectures and guest speakers, discussion groups and multi-media presentations.
Scale: 2 teaching hours per semester week
Members: max. 30 students
Work parameters
Total 90 hours, thereof approximately 22 contact hours in lecture form, 68 hours self study
(revision, exercises and exam preparation)
Credit points
3 ECTS
Requirements for admission to the course
Enrolled Master Student good English

Objectives
Brand Management seeks to increase a product’s perceived value to the customers. It is therefore an important key to success in markets, where the products adjust more and more.
The aim of this module is to provide students with all relevant theoretical dimensions of successful Brand Management. Further they will become acquainted with branding tools and will learn how to use them effectively.
Content
After having introduced students to the relevant methods of modern branding, they will get to know and actively learn how to develop branding strategies: a) Branding vision (brand positioning, brand competitor analysis, brand personality, brand
architecture). b) Brand touch points (brand name, brand logo, touch points, brand drivers, target groups,
buying centres, integrated creative brief, claiming, key visuals) c) Brand organisation (brand steering, brand culture, integrated communications) d) Brand controlling (brand potential, market potential, economical potential)
Course achievement and examination
Examination (90 min)
Media
Projector, blackboard, flip chart, handouts
Literature
• Kapferer, J.-N. - The New Strategic Brand Management. Creating and Sustaining
Brand Equity Long Term (latest edition)
• Davis, S.M., Dunn, M. - Building the Brand-Driven Business: Operationalize Your
Brand to Drive Profitable Growth (latest edition)
• Aaker, D.A. - Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy,
Leverage and Clarity (latest edition)
• Aaker, D.A., Joachimsthaler, E. - Brand Leadership (latest edition)
• Blythe, J. – The Principles and Practice of Marketing (latest edition)
• Blythe, S. – A Very Short, Fairly Interesting and Reasonably Cheap Book about
Studying Marketing (latest edition)
• Saren, M. – Critical Marketing (latest edition)
• Wilkle, W., Gundlach, G. – Marketing and Society (latest edition)
At this stage of studies it is expected that, in addition to the texts identified above, students supplement their reading with appropriate journal articles. Electronic access is available to many journals (more information in the HNU library). Although it is expected that students will gather appropriate articles from a range of academic journals, key sources on marketing topics are:
• Journal of Marketing Management
• Journal of Brand Management
• Journal of Marketing Communications

Used instruction material
Specific lecture notes; handouts; literature from the Internet, library, interlending updated in February 2012

Course Syllabus
Unit
Branding Seminar
Module
Strategic Brand Management
Responsible for module
Prof. Dr. Jens U. Paetzmann, jens.paetzmann@hs-neu-ulm.de,
Tel: +49(0)731-9762-1423, Room: Centre for Marketing & Branding (ZWEI, 4 EDISON 7)
Course type
Part of the specialisation “International Brand & Sales Management”
Lecturer(s)
Prof. Dr. Jens U. Paetzmann
Language
English
Semester
3rd semester
Teaching methods / scale / members
Teaching methods: personal coaching
Scale: 3 teaching hours per semester week
Members: max. 30 students
Work parameters
Total 90 hours, thereof approximately 34 contact hours in personal coaching form, 56 hours self study (writing coursework and presentation)
Credit points
3 ECTS
Requirements for admission to the course
Enroled Master Student
Objectives
This unit aims to introduce students to current branding problems, which shall be examined and scientifically compiled. Students are required to demonstrate a critical reflection of the theories and concepts presented in the module. By writing a scientifically based assignment

essential skills for scientific working will be improved. This will serve as a preparation for writing the master thesis. Further students train their rhetorical and didactical competences and develop self-awareness and critical ability, attitudes, which characterize effective researchers.
Content
Students will prepare an assignment (5000 words) within scientific considerations and introduce their fellow students to their topic during a presentation using MS PowerPoint and other media. The subjects will be generated from current Brand Management theory.
Consequently writing the assignment deepens students’ understanding and knowledge of the contents from the course ‘Strategic Brand Management and Branding Tools’.
Course achievement and examination
Written assignment (5000 words) and presentation
Media
Projector, blackboard, flip chart, handouts
Literature
• Kapferer, J.-N. - The New Strategic Brand Management. Creating and Sustaining
Brand Equity Long Term (latest edition)
• Davis, S.M., Dunn, M. - Building the Brand-Driven Business: Operationalize Your
Brand to Drive Profitable Growth (latest edition)
• Aaker, D.A. - Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy,
Leverage and Clarity (latest edition)
• Aaker, D.A., Joachimsthaler, E. - Brand Leadership (latest edition)
• Blythe, J. – The Principles and Practice of Marketing (latest edition)
• Blythe, S. – A Very Short, Fairly Interesting and Reasonably Cheap Book about
Studying Marketing (latest edition)
• Saren, M. – Critical Marketing (latest edition)
• Wilkle, W., Gundlach, G. – Marketing and Society (latest edition)
At this stage of studies it is expected that, in addition to the texts identified above, students supplement their reading with appropriate journal articles. Electronic access is available to many journals (more information in the HNU library). Although it is expected that students will gather appropriate articles from a range of academic journals, key sources on marketing topics are:
• Journal of Marketing Management
• Journal of Brand Management
• Journal of Marketing Communications
Used instruction material
Specific lecture notes; handouts; literature from the Internet, library, interlending updated in September 2011

Course Syllabus
Unit
Branding Case Studies
Module
Strategic Brand Management
Responsible for module
Prof. Dr. Jens U. Paetzmann, jens.paetzmann@hs-neu-ulm.de,
Tel: +49(0)731-9762-1423, Room: Centre for Marketing & Branding (ZWEI,4 EDISON7)
Course type
Part of the specialisation “International Brand & Sales Management”
Lecturer(s)
Prof. Dr. Jens U. Paetzmann
Language
English
Semester
3rd semester
Teaching methods / scale / members
Teaching methods: personal coaching
Scale: 2 teaching hours per semester week
Members: max. 30 students
Work parameters
Total 90 hours, thereof approximately 22 contact hours in personal coaching form, 68 hours self study (solving case studies and exercise)
Credit points
3 ECTS
Requirements for admission to the course
Enroled Master Student
Good English
Objectives
The unit is concerned with putting Brand Management theory into practice by examining a number of real-world brands and case studies. Students will develop an understanding of the

complex reality and process of Brand Management. They will learn how to generate creative and original solutions to strategic branding problems and to communicate these efficiently.
Further soft skills like personal initiative, teamwork, attitude of responsibility, self-awareness and critical ability will be trained.
Content
This course deepens the contents of the course ‘Strategic Brand Management and Branding
Tools’. Students will apply the theoretical knowledge to current branding problems. The discussed cases originate from diverse branches and thus give a broad overview of miscellaneous issues in international surroundings. Special attention will be drawn to ethical topics like corporate social responsibility (CSR).
Course achievement and examination
Group presentation
Media
Projector, blackboard, flip chart, handouts
Literature
• Kapferer, J.-N. - The New Strategic Brand Management. Creating and Sustaining
Brand Equity Long Term (latest edition)
• Davis, S.M., Dunn, M. - Building the Brand-Driven Business: Operationalize Your
Brand to Drive Profitable Growth (latest edition)
• Aaker, D.A. - Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy,
Leverage and Clarity (latest edition)
• Aaker, D.A., Joachimsthaler, E. - Brand Leadership (latest edition)
• Blythe, J. – The Principles and Practice of Marketing (latest edition)
• Blythe, S. – A Very Short, Fairly Interesting and Reasonably Cheap Book about
Studying Marketing (latest edition)
• Saren, M. – Critical Marketing (latest edition)
• Wilkle, W., Gundlach, G. – Marketing and Society (latest edition)
At this stage of studies it is expected that, in addition to the texts identified above, students will supplement their reading with appropriate journal articles. Electronic access is available to many journals (more information in the HNU library). Although it is expected that students will gather appropriate articles from a range of academic journals, key sources on marketing topics are:
• Journal of Marketing Management
• Journal of Brand Management
• Journal of Marketing Communications
Used instruction material
Specific lecture notes; handouts; literature from the Internet, library, interlending updated in September 2011