2013/2014 KAN-BCM_BC54 Strategic Brand Management and PharmaSim Simulation Game
English Title | |
Strategic Brand Management and PharmaSim Simulation Game |
Course information |
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Language | English |
Exam ECTS | 7.5 ECTS |
Type | Mandatory |
Level | Full Degree Master |
Duration | One Quarter |
Course period | Spring |
Time Table | Please see course schedule at e-Campus |
Study board |
Study Board for MSc in Economics and Business
Administration
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Course coordinator | |
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Main academic disciplines | |
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Last updated on 02-07-2013 |
Learning objectives | |||||||||||||||||||||
1. Demonstrate knowledge and
understanding of the central theories, concepts and metrics of the
course and the ability to apply them in a relevant way to analyze,
evaluate and critically reflect upon the concrete case situation in
order to develop a strategic brand management plan for a strategic
business unit.
2. Demonstrate the ability to define and apply relevant goals and indicators required to manage brands in the concrete case situation. 4. Demonstrate the ability to identify and analyze relevant qualitative and quantitative information from the concrete case situation using appropriate theories, concepts and metrics. 5. Reflect incisively and critically on the results of the performed analyses and their implications for the strategic brand management process in the concrete case situation. |
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Examination | |||||||||||||||||||||
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Course content and structure | |||||||||||||||||||||
Aim of the course
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Teaching methods | |||||||||||||||||||||
This course will include active team work in small groups who compete with one another, preceded by as well as interspersed with course instructions. The actual simulation takes place during an intense two-week period. The simulation is supplemented with several lectures prior to the two-week simulation. Attendance and participation are essential during all activities. | |||||||||||||||||||||
Expected literature | |||||||||||||||||||||
TBA
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