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)
