Brand Introduction and Communication
- Faculty
Faculty of Business Management and Social Sciences
- Version
Version 2 of 26.02.2025.
- Module identifier
22M0658
- Module level
Master
- Language of instruction
German
- ECTS credit points and grading
5.0
- Module frequency
only summer term
- Duration
1 semester
- Overall workload
The total workload for the module is 150 hours (see also "ECTS credit points and grading").
- Teaching and learning methods
Lecturer based learning Workload hours Type of teaching Media implementation Concretization 30 Lecture Presence - 15 Learning in groups / Coaching of groups Presence or online - Lecturer independent learning Workload hours Type of teaching Media implementation Concretization 30 Preparation/follow-up for course work - 40 Work in small groups - 35 Exam preparation -
- Graded examination
- Written examination or
- Portfolio exam or
- Oral presentation, with written elaboration
- Literature
Burmann, C., Halaszovich, T., Schade, M.; Piehler, R. (2018): Identit?tsbasierte Markenführung, Wiesbaden (ggf. neuere Auflage)
Esch, F-R. (2018): Strategie und Technik der Markenführung, München (ggf. neuere Auflage)Kreutzer, R. T. (2021): Social-Media-Marketing kompakt, Wiesbaden (ggf. neuere Auflagen)
Aktuelle Artikel aus wissenschaftlichen Marketing- und Managementzeitschriften
- Applicability in study programs
- Controlling and Finance
- Controlling and Finance M.Sc. (01.09.2026)
- International Business and Management (Master)
- International Business and Management, M.A. (01.09.2024)
- Business Management
- Business Management, M.A.
- Person responsible for the module
- Eggers, Sabine
- Teachers
- Eggers, Sabine