In this course, students will develop a sound understanding of a company’s or organization’s touchpoints with their (prospective) customers along the entire customer journey.

Insights about the most important touchpoints are vital. They enable a company to provide value to its customers. Specific topics to be covered within the broad frame of touchpoints with customers will include the strategic management of brands and marketing communication. Students will, for instance, learn about different brand architectures and strategies, how to position brands, how to measure brand equity and how branding decisions affect consumers. Moreover, students will get acquainted with a wide range of tools and methods to coherently communicate a brand’s or company’s message to consumers.

Students will learn how to choose and evaluate communication instruments and contents based on communication objectives and target audience.

Marks will be awarded for the following components:

Individual assessment:

• Homework - 25%
• Quizzes - 35%

Group assessment:

• Group Project Presentation - 30% 
• Group Project Report -10%

0 - 59 points: failed (5)

60 - 69 points: sufficient (4)

70 - 79 points: satisfactory (3)

80 - 89 points: good (2)

90 - 100 points: excellent (1)