The BRAND specialization

A brand has, at the very least, two sides to it: It's an economic power, but it's also and predominantly a social key phenomenon. Hence, we will take a critical look at consumer culture, at state-of-the-art discourses on brands and how to manage them, and develop strategies and architectures for them. At the end of the day, brand leadership is not as a trivial thing of cause and effect. It is the art of navigating between stakeholders.

Lena Manz

Lena Manz, Management (M.A.)

"BRAND is the best fit for me as it builds up perfectly and makes me look at apparently 'familiar' topics from new perspectives."

BRAND in the Master Management structure

For detailed information about each module please see the module description on the right.

 

 

Study year 1

Approaching Brands

5 ECTS
5 ECTS
Approaching Brands
  • How do various brand models relate to each other?
  • How do brands relate to economy and consumer culture?
  • What is the status quo of discussion on brand management?
  • What are the specifics of brand research?
Type of examination: Essay

Specialization II

5 ECTS

Key Concepts for the Study of Management as Culture: Cultural Turns

5 ECTS

Controlling: Leading for Results

5 ECTS

Business Analysis

5 ECTS

Rhetorics and Stylistics

5 ECTS

Brand Strategies

5 ECTS

Specialization II

5 ECTS

Culture, Markets & Consumption

5 ECTS

Governance: Norms, Rules & Rituals

5 ECTS

Strategic Practice

5 ECTS

Power & Conflict

5 ECTS

Study year 2

Brand Stories

5 ECTS
5 ECTS
Brand Stories
  • Who creates a brand story and how?
  • What are my means to foster a good brand story?
  • How do brand stories manifest in digital and physical spaces?
  • How can brand narratives help to navigate a brand?
Type of examination: Written Assignment

Specialization II

5 ECTS

Innovation Project

5 ECTS

Legitimacy: Ethics & Aesthetics

5 ECTS

Business Transformation

5 ECTS

Creativity, Improvisation & Play

5 ECTS

Research Colloquium

3 ECTS

Master Thesis incl. its Defense

22 ECTS

Personal Renewal

5 ECTS

Further information