The course “Strategic Brand Management” addresses the theoretical background as well as alternative strategies and possibilities of operational brand management. In addition, a digression in brand success monitoring will be given.
During course "Services Design" students acquire an understanding of the design of service innovations as well as quality assurance in service processes. The course is taught in English.
Students acquire a basic understanding of managing customer relationships during various stages of customer lifecycles. In addition, students learn analytical techniques for understanding the impact of value based customer relationship management.
The course "Methods in Services Research" teaches different techniques for analyzing empirical issues of customer relationship management, brand- , sales- and quality management of services companies.
