Corporate Brand Management 2
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.
|Type of Course||Optional Course|
|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.|
October 13th 2017
Additional dates: October 20th, November 17th.
|Exams||1st Term: tbd|
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.
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).
Skript Corporate Brand Management 1 and
|Further literature||Publikationen unter http://www.branding-institute.com/|