Corporate Brand Management 2

Course Description

The lecture Corporate Brand Management II is deepening the various subjects that have been addressed in CBM I. 
During three entier days various topics of brand and reputation guided stakeholder management are discussed through case studies. Furthermore the students have the opportunity to apply their knowledge analysing by themselfes a brand. On the fourth and fifth day the students will present their analyses and receive a feedback based on their performances.

General information

Type of Course Optional Course
ECTS 4.5
Language English
Pre-Requisites Abgeschlossenes BSc, und bestandene Prüfung Corporate Brand Management I
Assessment 50% presentation, 50% written exam – duration of 45 minutes (open book)
Lecturer Marco Casanova, lic. rer. Pol.
Assistant -

Time Schedule


October 13th 2017

09:15-16:00 (lunch break between 12.00 – 13.15) and 16.15 – 18.00
individual and group related discussions with the lecturer.

Additional dates: October 20th, November 17th.
On December 15th the presentations will take place.


Room 105, Main Building.

On November 17th the lecture takes place in Room 331, Main Building

Exams 1st Term: 22.12.2017 12:15-13:00 Room 006, Main Building
  2nd Term:16.02.2018 09:15-10:00  Room 114, Main Building

Programm of the lecture

13.10.2017 Kick Off with debriefing of the CBM I exams and planning of CBM II.

Discussion about the article “The Corporate Brand-Based View (CBBV)
of the Firm: Conceptual Framework and Key Principles”

In depth analyses of best practice examples
20.10.2017 Focus, in depth discussions, workshops and role play about
Personal Branding with a focus on CEO Reputation Management
and Intercultural Communications.
17.11.2017 Guest lecture: topics and speaker/s (tbd)
14.12.2017 Presentations by the students, discussions and feedback/s.
Final discussion/s.

Lecture notes & scripts

The password for accessing the lecture notes download page will be displayed during the first lecture. In case you weren't able to attend the first lecture you are kindly requested to help yourself by asking fellow students or having a look at the information board at the marketing department (Engehaldenstrasse 4).

Recommended literature

Skript Corporate Brand Management 1 and
Article “The Corporate Brand-Based View (CBBV) of the Firm: Conceptual Framework and Key Principles”

Further literature Publikationen unter