12.10.2023 – 13.10.2023<\/span>"},"content":{"rendered":"[et_pb_section fb_built=”1″ _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
This workshop is designed to provide participants with the basics of modern brand management…<\/p>\n","protected":false},"featured_media":114426,"template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"This one-day workshop is designed to provide participants with the basics of modern brand management and gives an in-depth insight into the impact mechanisms of brands.","_et_gb_content_width":""},"product_cat":[111,109],"product_tag":[],"acf":{"ZEITRAUM":"COURSE DATES
\r\n12.10.2023 - 13.10.2023","KURSDAUER":"COURSE DURATION
\r\n1.5 days","SPRACHE":"LANGUAGE
\r\nGerman","STANDORT":"LOCATION
\r\nBerlin","ABSCHLUSS":"CERTIFICATE
\r\nCertificate of Participation","LERNFORMAT":"FORMAT
\r\nOn-site","LEHRENDE*R":"LECTURER
\r\nProf. Dr. Nancy W\u00fcnderlich und Dr. Julia R\u00f6tzmeier-Keuper","KOSTEN":"PRICE
\r\n975 \u20ac","Lernziele":"
Learning goals<\/h3>\r\nAfter completing the course, participants will know the basic methods for measuring brand perception. They have a deep understanding of the methodology of the \"brand steering wheel\" and will apply this concept to their own or external brands. They have a deep understanding of the methodology of the \"brand steering wheel\" and will apply this concept to their own or external brands. They will be able to derive concrete recommendations for the management of a brand and know how consumers perceive brands and will learn, based on examples, how companies can specifically control the perception of a brand.","INHALT":"Content<\/h3>\r\n\r\n\t- What is a brand?<\/li>\r\n\t
- Brand perception methods<\/li>\r\n\t
- Brand steering wheel and its application<\/li>\r\n\t
- Findings for your own brand<\/li>\r\n\t
- Development of a brand steering wheel based on own brand or fictitious brand<\/li>\r\n\t
- Recording of own brand perception, uncovering differences in perception and deriving development strategies<\/li>\r\n<\/ul>\r\nThis course is an integrated day workshop with units of both theoretical input and practical application. The course is divided into approximately 4 hours on each of these aspects and will actively facilitate interaction and exchange among participants.","Zielgruppe_":"
Target group<\/h3>\r\nThe course is aimed at employees from middle management, from any field, with an interest in brand management.","Teilnahmevoraussetzungen":"Prerequisites<\/h3>\r\nInterest in the topic","Termine":"Dates<\/h3>\r\nOctober 12 - 13, 2023 (on-site in Berlin)
","lehrende-r-place-holder":"LEHRENDE*R<\/h3>","LEHRENDE*R-foto":4200,"LEHRENDE*R-info":"Prof. Dr. Nancy W\u00fcnderlich has held the Chair of Digital Markets at Technische Universit\u00e4t Berlin since February 2021. Previously, she was Chair of Service Management and Technology Marketing at the University of Paderborn. She is also an International Faculty Member of the Center for Service Leadership at Arizona State University, Tempe\/USA. She completed her studies in history and sociology at the Ruhr University Bochum as Magistra Artium and her studies in economics and social sciences at the University of Dortmund as Diplom-Kauffrau. \r\nShe has been researching digital transformations from an economic perspective since her doctorate at the Technical University of Munich on the topic of smart services. Her research focuses on consumer behaviour in digital markets, consumer acceptance of technologies (e.g. AI-based assistants, social robots, chatbots) and the use of digital platforms as well as the management of digital transformation, the development of platform business models and the offering of smart services and products. \r\nShe has published in leading journals, including MIS Quarterly, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing and Journal of Business Research. Prof. Dr. W\u00fcnderlich has received numerous national and international awards, including from the American Marketing Association (SERVSIG), the Society of Marketing Advances, the Academy of Marketing Science, the International Conference on Information Systems (ICIS), and the German Federal Ministry of Education and Research.\r\n\r\n
\r\n\r\nDr. Julia R\u00f6tzmeier-Keuper joined the Department of Digital Markets at Technische Universit\u00e4t Berlin in February 2021 as a Research Associate. She completed her doctorate in economics as well as her studies in business administration at the University of Paderborn, where she also worked as a Research Assistant at the Chair of Business Administration, esp. Service Management, from 2013. \r\nShe is particularly interested in the topics of customer experience and brand management as both an integral part of teaching, as well as a critical source of support for medium-sized companies in terms of the practical application of research methodologies and findings.\r\n","Interessiert":"Interested in signing up for this course?","Kurse-teilen":"","Pdf-download":117651,"Fragen":"Oder haben Sie andere Fragen?"},"_links":{"self":[{"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/product\/113901"}],"collection":[{"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/types\/product"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/media\/114426"}],"wp:attachment":[{"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/media?parent=113901"}],"wp:term":[{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/product_cat?post=113901"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/academy.techiecraft.de\/en\/wp-json\/wp\/v2\/product_tag?post=113901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}