Brand Management
Tutorial
Nora Pähler vor der Holte
Summer Term 2014
Master of Science
List of Course Participants
Please check whether you are already included on the list
–
If yes: Please sign behind your name
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If no: Please register yourself on the list and I will assign you belated to
a group
Name
Marketing Master from Muenster / Non-Marketing Master (e.g. Erasmus)
Important: Write legibly!! (for your own sake)
In case of any changes (e.g. you dropping the course), let me know as
fast as possible
Structure of the Course
The tutorials will be held on each Monday afternoon
Four sessions to be held in June / July
Starting in June:
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Time Slot:
14.15-17.30 (15 minutes break)
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Place:
J2!
Attendance is mandatory – you are allowed to miss one of the four
tutorial sessions
Students will be split up randomly into 12 groups (size: 5-6 people)
Each group has to present one case or one journal article
and
To submit an assignment on one case or one journal article (depending
on what you had to present)
Structure of the Course
1st part: group presentations (50% of the tutorial grade)
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4 group presentations per session
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20 minutes per group
Please stay within time limit
Each member of the group has to participate in the presentation
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Additional time for discussion
2nd part: group assignment (50% of the tutorial grade)
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One assignment per group
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7-9 pages
Please stay within page limit
References and cover sheet are not included in the page limit
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Please use the style guide of the department as formal guideline:
http://www.marketingcenter.de/lmm/teaching/theses/Style-Guide-LMM-9.3-English.pdf
Preparation of the Course
A copy for each group of the case studies and the journal articles can
be found in the Heribert Meffert library (Am Stadtgraben 13-15)
(available at 6pm at the date of announcement)
Each group work is announced via e-mail to all group members
The group presentations and assignments have to be handed in via
e-mail ([email protected]) on the Monday
of the tutorial at 8am.
Group Allocation (1/3)
Last Name First Name Group Number
Alberts Anna Philina Sophie 1
Gerhards Virginia 1 Jaeschke Vanessa 1 Kurz Eva 1 Tautrims Kristina 1 Alfs Johanna 2 Gless Fabian 2 Jordan Helga 2 Münch Leonie 2 Schräder Alexandra 2 Amling Christian 3 Häb Raphaela Christina 3 Käsbauer Stefan 3 Niesing Eva 3 Schwekendiek Benjamin 3 Dulewicz Barbara 3
Baumhauer Anne Katrin 4
Hahn Marina 4
Kaminski Victoria 4
Nottebohm Gina 4
Group Allocation (2/3)
Last Name First Name Group Number
Behrens Ronny 5 Hennecke Robin 5 Kaschke Maria 5 Oberhäuser Carolin 5 Maloumian Gaël 5 Hoffmann Meike 5 Bermes Alena 6 Henrichsmann Judith 6 Kessler Anna 6 Pillmann Katharina 6 Ueberück Laura 6 Chen Yu-Jen 6 Böckmann Henrike 7 Hensel Christine 7 König Ulf 7 Piontek Karen 7 Wang Huajun 7 Romano Sebastian 7 Burow Sabrina 8 Herr Julia 8 Krämer Catharina 8 Pixa Laura 8
Wegmann Hans Julius 8
Jacyna Emilia 8
Group Allocation (3/3)
Last Name First Name Group Number
Büttner Johanna 9
Herrmann Isabel 9
Kraus Laura Kristin 9
Rausch Sebastian 9
Wenning Martina 9
Paseková Markéta 9
Boros Daiana- Mihaela 10
Hirsch Julia 10
Krause Viola 10
Ritter Helena Friederike 10
Weyde Juliane 10
Butzmann Anne 11
Hoffmann Sonja Elisabeth 11
Kuck Caroline 11 Ruping Linda 11 Wilhelmy Jasmin 11 Franke Linda 12 Husung Simon 12 Küch Barbara Elisabeth 12 Savelsberg Hendrik 12 Cajda Michal 12
Schedule of the Presentations
Please do not forget to hand in the presentation at 8am the same day!
Date of
Announcement
Group
Type
Date of
presentation
Tue, 03.06.14, 18pm 1 Paper Mon, 23.06.14 Tue, 03.06.14, 18pm 2 Case Mon, 23.06.14 Tue, 03.06.14, 18pm 3 Paper Mon, 23.06.14 Tue, 03.06.14, 18pm 4 Case Mon, 23.06.14
Mon, 16.06.14, 18pm 5 Paper Mon, 30.06.14 Mon, 16.06.14, 18pm 6 Case Mon, 30.06.14 Mon, 16.06.14, 18pm 7 Paper Mon, 30.06.14 Mon, 16.06.14, 18pm 8 Case Mon, 30.06.14
Mon, 23.06.14, 18pm 9 Paper Mon, 07.07.14 Mon, 23.06.14, 18pm 10 Case Mon, 07.07.14 Mon, 23.06.14, 18pm 11 Paper Mon, 07.07.14 Mon, 23.06.14, 18pm 12 Case Mon, 07.07.14
Schedule of the Assignments
Date of
Announcement
Group
Type
Date of
Submission
Mon, 23.06.14, 18pm 1 Case Mon, 07.07.14, 8am Mon, 23.06.14, 18pm 2 Paper Mon, 07.07.14, 8am Mon, 23.06.14, 18pm 3 Case Mon, 07.07.14, 8am Mon, 23.06.14, 18pm 4 Paper Mon, 07.07.14, 8am
Mon, 30.06.14, 18pm 5 Case Mon, 14.07.14, 8am Mon, 30.06.14, 18pm 6 Paper Mon, 14.07.14, 8am Mon, 30.06.14, 18pm 7 Case Mon, 14.07.14, 8am Mon, 30.06.14, 18pm 8 Paper Mon, 14.07.14, 8am
Tue, 03.06.14, 18pm 9 Case Mon, 23.06.14, 8am Tue, 03.06.14, 18pm 10 Paper Mon, 23.06.14, 8am Tue, 03.06.14, 18pm 11 Case Mon, 23.06.14, 8am Tue, 03.06.14, 18pm 12 Paper Mon, 23.06.14, 8am
How to Structure your Presentation
Case studies (more specific tasks are given with the case)
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Give your audience a summary of the central aspects
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Analyze the main problem of the case
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Give strategic recommendations for the future
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Use your case as a starting point – additional use of secondary literature
and internet research is strongly recommended
Journal articles (no further specific tasks given)
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Give your audience a summary of the central aspects
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Explain the methods used (incl. assumptions, model etc.)
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Report the key findings
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Discuss implications, limitations and future research
Content of the Presentations
The selection of the assigned papers and case studies relates to the
structure of the course and therefore covers:
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Brands and Brand Equity
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Benefits and Functions of Brands
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Brand Architecture
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Managing Brands
Some hints on the presentations:
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Concerning journal articles: Concentrate on the journal article in question
and get a thorough understanding of its content (you will need this skill for
your master thesis)
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Concerning case studies: Try to apply the knowledge you gained in the
