- ZHAW Teacher: Siyana Gurova (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Sandra Hubmann (W Angestellte)
- ZHAW Teacher: Florian Keller (W Professor)
- ZHAW Teacher: Dominique Ursprung (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Thorsten Busch (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Patricia Enzmann (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Nico Pfändler (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Peter Qvist-Sorensen (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Florian Roth (W Lehr- und Forschungspersonal)
- ZHAW Teacher: Christian Vögtlin (W Professor)
The first objective of this module is to introduce students to and equip them with an initial set of KPIs for systematic and long-term brand management ("brand analytics"). The second objective is to present the idea of "brand archetypes" as a brand strategy tool. The third objective is to discuss the latest findings in consumer behavior and how they matter for brand management and marketing in general.
- ZHAW Teacher: Jesse Bächler (W Lehr- und Forschungspersonal)