Strategy and Brand Management in the Brewing Industry
Hochschule für Wirtschaft und Recht Berlin
Area of Study
Business, Culinary Arts, International Marketing, Marketing, Merchandising
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Week 1: Strategic Management in the Brewing Industry
Students will gain deep insights into the history and the contemporary dynamics of the global brewing industry, plus a solid understanding of the competitive strategies of global market leaders. Students will also explore the industry’s main form of growth: cross-border M&A and will take a closer look at niche market strategies in the brewing industry i.e. craft beer production.
Week 2: Branding Beer: Approaches to Brand Management in the Brewing Industry
Students will develop a detailed understanding of the basis for consumer behaviour toward beer and beer brands and will gain major insights into the various elements of brand management in the context of the brewing industry. Students will also explore innovative concepts for beer brand management and discover different methods for the research and control of beer brands.
*Additional module (mandatory): German Culture and Society: Intercultural Perspectives
Courses and course hours of instruction are subject to change.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.