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Major Module Selected Issues in Marketing

Brand Management in the New Consumer World


The course "Brand management in the new consumer world" offers students the opportunity to apply conceptual frameworks and tools from marketing and brand management at real life challenges for consumer brands. Building on the fundamentals of brand management (from brand definition to key success factors of long-lasting brands) and deep insights on current developments and trends in the consumer industry, the students will be able to develop concrete implications and recommendations for brands to further strengthen their relevance by putting the consumer (back) into the core and center of the thinking and acting.

Next to some lectures on the fundamentals (marketing, branding, consumer industry), we will work in smaller groups and ensure sufficient time for open discussions and joint problem solving to allow every student to proactively understand and shape the insights. Examples from leading brands on their journey to a more direct to consumer world will help to make the insights tangible and concrete. Guest speaker from one of these leading brands will provide first-hand experiences on how this looks like within a consumer company and how these companies/brands are facing these challenges and opportunities.

The students will have the opportunity to apply their knowledge in a concrete case situation with the objective to leave the course equipped with a good understanding of the dynamics of brands and consumers and a toolkit of frameworks and concepts to be applied when supporting a leading brand.