Courses winter semester 2023/24
Planning status: May, 2023
Unternehmensplanspiel (strategic marketing simulation game) (Bachelor course)
Lecture 2 SWS + 2 SWS Exercise
Acquisition of 6 credit points, Henrik Sattler, Louisa Pfeifer
The course will be held in block form:
Introductory session: Monday, 16.10.23 - 18:00 - 21:00 (tba).
Intermediate presentation: Saturday, 02.12.23 - 9:00 - 20:00 (tba)
Final presentation: Saturday, 20.01.24 - 9:00 - 20:00 (tba)
The business simulation is a simulation in which students act as managers in a fictitious market and make regular business decisions regarding brand portfolio, production, pricing, advertising, sales force and distribution. Since, among other things, groups are formed during the preliminary meeting, attendance is compulsory for this date, as well as for the presentation dates (full day).
Seminar Marketing "Brand Policy" (Master Course)
Topic: Concept and methods of brand equity measurement (winter term 2023/24).
Seminar Objectives and Content:
Brands can be among the most important assets of a company. Annually published rankings on brand values, such as Interbrand's Best Global Brands, show that brands can have monetary values of several mill. US $. According to Interbrand, the Apple brand is even worth more than US$400 million (as of 2021). However, a comparison with other rankings shows that the order and the estimated brand values vary significantly in some cases. This makes it clear that the concrete valuation of brands is associated with considerable difficulties.
Against the background of the high relevance of brands for corporate value, the aim of the seminar is to create a deep understanding of the concept and the approaches and methods for measuring brand value. A distinction is made between a non-monetary and a monetary dimension of the construct brand equity. The non-monetary brand equity is derived from brand awareness and especially brand image. The monetary brand equity is based on the non-monetary brand equity and indicates the value of all future payments attributable to the brand. Various sub-problems have to be solved, such as the isolation of brand-specific payments, forecasting and discounting, and considerations for dealing with brand strategy options.
Depending on the specific topic, the aim of the seminar papers is to provide an overview of the state of research and practice on the respective topics or to explain a method for measuring brand equity in a well-founded manner. This requires an analysis of current and international scientific contributions. If necessary, the seminar participants should research practical examples. More information on the individual topics will be announced during the preliminary meeting on 05.07.22.
The topics will also be assigned during the introductory meeting. Depending on the number of participants, the assignments may be written in teams of 2-3 persons. All seminar dates take place in presence.
Exemplary range of topics of the seminar papers:
- Measurement of brand relevance
- Approaches and methods for measuring non-monetary brand equity
- Consideration of brand value drivers in the measurement of monetary brand value
- Measurement of willingness to pay of brands
- Methods for measuring monetary brand equity
- Strategic options of brands
Contact: Dr. Claudia Höck (firstname.lastname@example.org)
- Preliminary discussion and basics on scientific work: Tuesday, 11.07.23, 6 p.m. - 8 p.m., Room 005.1 (Mo 18).
- Basics of presentation techniques: Wednesday, 25.10.23, 18 - 20 h, room 005.1 (Mo 18)
- Submission of seminar paper: Thursday, 09.11.23, room 3027 (Mo 18)
- Block seminar with presentations: Friday, 11/24/2013 (4 - 8 pm), Saturday, 11/25/2013 (9 am - 6 pm), Sunday, 11/26/2013 (9 am - 6 pm).
In addition, individual advising appointments between the submission of the term paper and the presentation dates.
Scope and credit points: 6 LP
Applicability: Seminar in the focus "Marketing
Participation requirements: high willingness to perform, interest in quantitative methods and team orientation are required (if necessary group work with max. 3 persons), previous participation in the lecture "Brand Policy" is strongly recommended, participation in all seminar dates.
- term paper
All examinations must be passed and will be conducted in teams of 2-3 persons, if necessary.