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.
Person in charge
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
- 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?
Key Concepts for the Study of Management as Culture: Cultural Turns
Controlling: Leading for Results
Rhetorics and Stylistics
Culture, Markets & Consumption
Governance: Norms, Rules & Rituals
Power & Conflict
Study year 2
- 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?