Master of Arts in Brand Managementdrafted

Program Overview

The Master of Arts in Brand Management program equips students with the knowledge and skills to build and manage strong brands in the digital age. Through a combination of theoretical frameworks and practical applications, students gain valuable insights into consumer behavior, brand communication, and digital marketing strategies. The program emphasizes an international focus, digital technologies, and industry connections, preparing graduates for successful careers in brand management, marketing, and related fields.

Program Outline

Degree Overview:

Master of Arts in Brand Management

This program aims to equip students with the knowledge and skills necessary to build and manage strong brands in the digital age. It focuses on developing critical thinking, analytical, and strategic skills, while fostering creativity and innovation. Through a combination of theoretical frameworks and practical applications, students gain valuable insights into consumer behavior, brand communication, and digital marketing strategies.

Program Objectives:

• Understand the fundamental principles and theories of brand management.
• Develop the ability to analyze and interpret consumer behavior and market trends.
• Master the art of creating and managing effective brand communication strategies.
• Leverage digital tools and technologies to build and manage brands in the online environment.
• Acquire the skills necessary to lead and manage brand teams and projects.

Program Description:

The Master of Arts in Brand Management program is designed to provide students with a comprehensive understanding of the brand management process. It covers various aspects, including:

• Brand Strategy: Developing brand positioning, brand identity, and brand communication strategies.
• Marketing: Consumer behavior, market research, segmentation, targeting, and positioning.
• Communication: Advertising, public relations, digital marketing, social media marketing, and content marketing.
• Design: Brand design, packaging design, and visual communication.
• Digital Technologies: Data analytics, social media analysis, and digital marketing tools.
The program is structured to provide students with a strong foundation in theory and practical application. Students engage in lectures, seminars, workshops, case studies, guest lectures, and industry projects. They also have the opportunity to participate in an optional study week abroad program at partner universities in London, Paris, and New York. ## Outline:

Module Descriptions:

• Theories and Models of Communication Science: This module explores the cognitive psychology of public communication, examining how individuals process and evaluate information.
• Brands and Branding: This module delves into the key questions of brand management, including brand image building, brand importance, and the influence of digitalization.
• Marketing Strategy: This module focuses on understanding consumer needs, market research methodologies, and target group definition.
• Branding Communication: This module explores various branding communication strategies, including advertising, public relations, digital marketing, and social media marketing.
• Brand Management in the Digital Age: This module examines the impact of digital technologies on brand management, focusing on data analysis, social media, and digital marketing tools.
• Sustainability and Ethics in Branding: This module emphasizes the importance of sustainable and ethical considerations in brand management.

Program Structure:

The program consists of four semesters, with 30 ECTS credits per semester.

• Semester 1: Fundamentals of Brand Management, Marketing Strategy, Kommunikationstheorien.
• Semester 2: Brands and Branding, Branding Communication, Brand Management in the Digital Age.
• Semester 3: Elective Modules, Master Thesis Preparation.
• Semester 4: Master Thesis.

Course Schedule:

The program offers flexible schedules, with courses available both during the day and in the evening.

Individual Modules:

Each module includes lectures, seminars, workshops, case studies, and guest lectures. Students also have the opportunity to complete individual assignments and projects.

Assessment:

Assessment methods vary across modules and include:

• Exams: Written and oral exams are used to assess students' understanding of theoretical concepts.
• Assignments: Individual and group assignments allow students to apply theoretical knowledge to real-world case studies.
• Presentations: Students present their research and findings in class presentations.
• Master Thesis: The final thesis project requires students to conduct independent research and demonstrate their ability to apply their knowledge and skills to a real-world problem.
## Teaching:

Teaching Methods:

The program utilizes various teaching methods, including:

• Interactive lectures: Professors present theoretical concepts and engage students in discussions.
• Seminars: Small group discussions allow students to deepen their understanding of the material and exchange ideas.
• Workshops: Hands-on workshops provide students with practical experience in applying marketing and branding techniques.
• Case studies: Analyzing real-world case studies helps students develop their critical thinking and problem-solving skills.
• Guest lectures: Industry experts share their insights and experiences with students.

Faculty:

The program boasts experienced professors with a proven track record in both business and academia. Many professors continue to work in the industry, ensuring their knowledge and teaching remain relevant and up-to-date.

Unique Approaches:

• International Focus: The program encourages an international perspective through optional study abroad opportunities and partnerships with international companies.
• Digital Focus: The program emphasizes the impact of digital technologies on brand management and provides students with the skills needed to succeed in the digital age.
• Industry Connection: The program emphasizes industry connections through guest lectures, company visits, and project collaborations.
## Careers:

Potential Career Paths:

Graduates of the Master in Brand Management program can pursue a wide range of careers in various industries, including:

• Brand Management
• Marketing
• Advertising
• Public Relations
• Digital Marketing
• Communications
• Consulting
• Market Research

Career Opportunities:

Graduates can find employment in various organizations, including:

• Consumer goods companies
• Service companies
• Non-profit organizations
• Government agencies
• Marketing agencies
• Consulting firms

Career Outcomes:

The program prepares students for various career paths and provides them with the skills and knowledge to succeed in the competitive marketing and branding industry. Graduates can expect to find challenging and rewarding careers in their chosen field.

Other:

Location:

The program is offered at two locations: Berlin and Munich.

Tuition Fees:

The tuition fees for the program are €6,500 per semester in Berlin and €5,300 per semester in Munich.

Accreditation:

The program is state-recognized and accredited, ensuring high-quality education standards.

Program Highlights:

• Experienced professors with industry experience.
• Study week abroad program at partner universities.
• Renowned industry partners for networking opportunities.
• Focus on digital marketing and technologies.
• State-recognized and accredited degree.
If you have any further questions, please feel free to ask.

Tuition Fees and Payment Information:

Tuition fees per semester € 6,500 • Berlin € 5,300 • Munich + Registration fee € 600