Courses winter semester 2024/25
Planning status: October 2024
Business simulation game (Bachelor course)
Lecture 2 SWS + 2 SWS exercise
Acquisition of 6 credit points, Henrik Sattler, Philip Sander
The event takes place in block form:
Introductory event: 16th of October 2024
Interim presentation: 23rd of November 2024
Final presentation: 11th of January 2025
The business simulation game is a simulation in which students act as managers in a fictional market and regularly make company decisions on brand portfolio, production, pricing, advertising, sales force, and distribution. As groups are formed during the preliminary meeting, attendance is mandatory for this session, as well as for the presentation dates (full day).
Marketing Seminar "Brand Policy" (Master's course)
Topic: Challenges of value-oriented brand management (Winter semester 2024/25)
Objectives and content of the seminar:
Brands can be among a company's most valuable assets. Annual brand value rankings, such as Interbrand's Best Global Brands, report monetary values of several hundred billion US dollars for the strongest brands. Behind this success are not only loyal consumers with high willingness to pay, but also investment-friendly capital providers and easier access to high-performing employees.
However, brands also face significant challenges: not only do brand building and maintenance require significant investments, but brands must also be able to adapt to changing market conditions, such as the increasing importance of sustainability, to remain relevant to consumers and other target groups and to compete effectively.
Against this backdrop, the aim of the seminar is to create a deep understanding of the approaches and methods of value-oriented brand management. This includes examining aspects of brand building, (re-)positioning, and strategic brand design, as well as methods for measuring brand value. By applying these concepts to practical examples from various industries (including retail), the complexity of brand policy challenges is emphasized.
Depending on the specific topic, the seminar papers aim to provide an overview of the current state of research on the respective topics or to apply learned concepts and methods. This requires an analysis of current and international scientific contributions. If necessary, seminar participants may conduct research on practical examples or carry out data collection on a smaller scale. More information on individual topics will be provided during the preliminary meeting on July 9, 2024.
The allocation of topics will also take place during the introductory event. Depending on the number of participants, the term papers may be written in teams of 2-3 people. All seminar sessions will be held in person.
Exemplary range of seminar paper topics:
- Evolution of brand positioning over time
- Relevance of brands for personal well-being
- Challenges in international brand management
- Establishment and proliferation of store brands
- Approaches to quantifying brand value
Contact person: Dr. Claudia Höck (claudia.hoeck@uni-hamburg.de)
Schedule:
- Preliminary meeting and basics of academic work: Tuesday, July 9, 2024, 6 – 8 pm, Room 005.1 (Building Mon 18)
- Basics of presentation techniques: Wednesday, October 16, 2024, 6 – 8 pm, Room 005.1 (Building Mon 18)
- Submission of seminar paper: Thursday, November 7, 2024, until 12 pm, Room 3027 (Building Mon 18)
- Block seminar with presentations: Friday, November 22, 2024 (4 pm – 8 pm), Saturday, November 23, 2024 (9 am – 6 pm), Sunday, November 24, 2024 (9 am – 6 pm)
- Individual consultation appointments between the submission of the term paper and the presentation dates
Extent and credit points: 6 CP
Applicability: Seminar in the "Marketing" focus area
Participation requirements: high level of commitment, interest in quantitative methods, and team orientation are required (possibly group work with a maximum of 3 people), prior participation in the "Brand Policy" lecture is highly recommended, and attendance at all seminar sessions is mandatory.
Exam requirements:
- Term paper
- Presentation
All exam requirements must be passed and may be completed in teams of 2-3 people. Both tasks can be performed in either German or English.