COURSE DATES
12.10.2023 - 13.10.2023
12.10.2023 - 13.10.2023
COURSE DURATION
1.5 days
1.5 days
LANGUAGE
German
German
LOCATION
Berlin
Berlin
CERTIFICATE
Certificate of Participation
Certificate of Participation
FORMAT
On-site
On-site
LECTURER
Prof. Dr. Nancy Wünderlich und Dr. Julia Rötzmeier-Keuper
Prof. Dr. Nancy Wünderlich und Dr. Julia Rötzmeier-Keuper
PRICE
975 €
975 €
BASIC KNOWLEDGE BRAND MANAGEMENT
12.10.2023 – 13.10.2023
This one-day workshop is designed to provide participants with the basics of modern brand management and gives an in-depth insight into the impact mechanisms of brands.
Learning goals
After completing the course, participants will know the basic methods for measuring brand perception. They have a deep understanding of the methodology of the "brand steering wheel" and will apply this concept to their own or external brands. They have a deep understanding of the methodology of the "brand steering wheel" and will apply this concept to their own or external brands. They will be able to derive concrete recommendations for the management of a brand and know how consumers perceive brands and will learn, based on examples, how companies can specifically control the perception of a brand.Content
- What is a brand?
- Brand perception methods
- Brand steering wheel and its application
- Findings for your own brand
- Development of a brand steering wheel based on own brand or fictitious brand
- Recording of own brand perception, uncovering differences in perception and deriving development strategies
Target group
The course is aimed at employees from middle management, from any field, with an interest in brand management.Prerequisites
Interest in the topicDates
October 12 - 13, 2023 (on-site in Berlin)
LECTURER
Prof. Dr. Nancy Wünderlich und Dr. Julia Rötzmeier-Keuper
Prof. Dr. Nancy Wünderlich und Dr. Julia Rötzmeier-Keuper
Prof. Dr. Nancy Wünderlich has held the Chair of Digital Markets at Technische Universität Berlin since February 2021. Previously, she was Chair of Service Management and Technology Marketing at the University of Paderborn. She is also an International Faculty Member of the Center for Service Leadership at Arizona State University, Tempe/USA. She completed her studies in history and sociology at the Ruhr University Bochum as Magistra Artium and her studies in economics and social sciences at the University of Dortmund as Diplom-Kauffrau.
She has been researching digital transformations from an economic perspective since her doctorate at the Technical University of Munich on the topic of smart services. Her research focuses on consumer behaviour in digital markets, consumer acceptance of technologies (e.g. AI-based assistants, social robots, chatbots) and the use of digital platforms as well as the management of digital transformation, the development of platform business models and the offering of smart services and products.
She has published in leading journals, including MIS Quarterly, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing and Journal of Business Research. Prof. Dr. Wünderlich has received numerous national and international awards, including from the American Marketing Association (SERVSIG), the Society of Marketing Advances, the Academy of Marketing Science, the International Conference on Information Systems (ICIS), and the German Federal Ministry of Education and Research.
Dr. Julia Rötzmeier-Keuper joined the Department of Digital Markets at Technische Universität Berlin in February 2021 as a Research Associate. She completed her doctorate in economics as well as her studies in business administration at the University of Paderborn, where she also worked as a Research Assistant at the Chair of Business Administration, esp. Service Management, from 2013. She is particularly interested in the topics of customer experience and brand management as both an integral part of teaching, as well as a critical source of support for medium-sized companies in terms of the practical application of research methodologies and findings.
Dr. Julia Rötzmeier-Keuper joined the Department of Digital Markets at Technische Universität Berlin in February 2021 as a Research Associate. She completed her doctorate in economics as well as her studies in business administration at the University of Paderborn, where she also worked as a Research Assistant at the Chair of Business Administration, esp. Service Management, from 2013. She is particularly interested in the topics of customer experience and brand management as both an integral part of teaching, as well as a critical source of support for medium-sized companies in terms of the practical application of research methodologies and findings.
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