Brand Management Tutorial

Transcription

1 Brand Management Tutorial Summer Term 2014 Master of Science Module Brand Management & Integrated Communication 1

2 List of Course Participants Please check whether you are already included on the list If yes: Please sign behind your name If no: Please register yourself on the list and I will assign you belated to a group Name Marketing Master from Muenster / Non-Marketing Master (e.g. Erasmus) Important: Write legibly!! (for your own sake) In case of any changes (e.g. you dropping the course), let me know as fast as possible 2

3 Structure of the Course The tutorials will be held on each Monday afternoon Four sessions to be held in June / July Starting in June: Time Slot: (15 minutes break) Place: J2! Attendance is mandatory you are allowed to miss one of the four tutorial sessions Students will be split up randomly into 12 groups (size: 5-6 people) Each group has to present one case or one journal article and To submit an assignment on one case or one journal article (depending on what you had to present) 3

4 Structure of the Course 1st part: group presentations (50% of the tutorial grade) 4 group presentations per session 20 minutes per group Please stay within time limit Each member of the group has to participate in the presentation Additional time for discussion 2nd part: group assignment (50% of the tutorial grade) One assignment per group 7-9 pages Please stay within page limit References and cover sheet are not included in the page limit Please use the style guide of the department as formal guideline: English.pdf 4

5 Preparation of the Course A copy for each group of the case studies and the journal articles can be found in the Heribert Meffert library (Am Stadtgraben 13-15) (available at 6pm at the date of announcement) Each group work is announced via to all group members The group presentations and assignments have to be handed in via e- mail ([email protected]) on the Monday of the tutorial at 8am. 5

6 Group Allocation (1/3) Last Name First Name Group Number Alberts Anna Philina Sophie 1 Gerhards Virginia 1 Jaeschke Vanessa 1 Kurz Eva 1 Tautrims Kristina 1 Alfs Johanna 2 Gless Fabian 2 Jordan Helga 2 Münch Leonie 2 Schräder Alexandra 2 Amling Christian 3 Häb Raphaela Christina 3 Käsbauer Stefan 3 Niesing Eva 3 Schwekendiek Benjamin 3 Dulewicz Barbara 3 Baumhauer Anne Katrin 4 Hahn Marina 4 Kaminski Victoria 4 Nottebohm Gina 4 Spindler Katharina 4 6

7 Group Allocation (2/3) Last Name First Name Group Number Behrens Ronny 5 Hennecke Robin 5 Kaschke Maria 5 Oberhäuser Carolin 5 Maloumian Gaël 5 Hoffmann Meike 5 Bermes Alena 6 Henrichsmann Judith 6 Kessler Anna 6 Pillmann Katharina 6 Ueberück Laura 6 Chen Yu-Jen 6 Böckmann Henrike 7 Hensel Christine 7 König Ulf 7 Piontek Karen 7 Wang Huajun 7 Romano Sebastian 7 Burow Sabrina 8 Herr Julia 8 Krämer Catharina 8 Pixa Laura 8 Wegmann Hans Julius 8 Jacyna Emilia 8 Leiming Han 8 7

8 Group Allocation (3/3) Last Name First Name Group Number Büttner Johanna 9 Herrmann Isabel 9 Kraus Laura Kristin 9 Rausch Sebastian 9 Wenning Martina 9 Paseková Markéta 9 Boros Daiana- Mihaela 10 Hirsch Julia 10 Krause Viola 10 Ritter Helena Friederike 10 Weyde Juliane 10 Butzmann Anne 11 Hoffmann Sonja Elisabeth 11 Kuck Caroline 11 Ruping Linda 11 Wilhelmy Jasmin 11 Franke Linda 12 Husung Simon 12 Küch Barbara Elisabeth 12 Savelsberg Hendrik 12 Cajda Michal 12 8

9 Schedule of the Presentations Date of Announcement Group Type Date of presentation Tue, , 18pm 1 Paper Mon, Tue, , 18pm 2 Case Mon, Tue, , 18pm 3 Paper Mon, Tue, , 18pm 4 Case Mon, Mon, , 18pm 5 Paper Mon, Mon, , 18pm 6 Case Mon, Mon, , 18pm 7 Paper Mon, Mon, , 18pm 8 Case Mon, Mon, , 18pm 9 Paper Mon, Mon, , 18pm 10 Case Mon, Mon, , 18pm 11 Paper Mon, Mon, , 18pm 12 Case Mon, Please do not forget to hand in the presentation at 8am the same day! 9

10 Schedule of the Assignments Date of Announcement Group Type Date of Submission Mon, , 18pm 1 Case Mon, , 8am Mon, , 18pm 2 Paper Mon, , 8am Mon, , 18pm 3 Case Mon, , 8am Mon, , 18pm 4 Paper Mon, , 8am Mon, , 18pm 5 Case Mon, , 8am Mon, , 18pm 6 Paper Mon, , 8am Mon, , 18pm 7 Case Mon, , 8am Mon, , 18pm 8 Paper Mon, , 8am Tue, , 18pm 9 Case Mon, , 8am Tue, , 18pm 10 Paper Mon, , 8am Tue, , 18pm 11 Case Mon, , 8am Tue, , 18pm 12 Paper Mon, , 8am 10

11 How to Structure your Presentation Case studies (more specific tasks are given with the case) Give your audience a summary of the central aspects Analyze the main problem of the case Give strategic recommendations for the future Use your case as a starting point additional use of secondary literature and internet research is strongly recommended Journal articles (no further specific tasks given) Give your audience a summary of the central aspects Explain the methods used (incl. assumptions, model etc.) Report the key findings Discuss implications, limitations and future research Elaborate on the rigor and relevance of the paper 11

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13 Content of the Presentations The selection of the assigned papers and case studies relates to the structure of the course and therefore covers: Brands and Brand Equity Benefits and Functions of Brands Brand Architecture Managing Brands Some hints on the presentations: Concerning journal articles: Concentrate on the journal article in question and get a thorough understanding of its content (you will need this skill for your master thesis) Concerning case studies: Try to apply the knowledge you gained in the lecture as far as possible (you will need this for the exam) 14

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