Strategy and Brand Management in the Brewing Industry

Hochschule für Wirtschaft und Recht Berlin

Course Description

  • Course Name

    Strategy and Brand Management in the Brewing Industry

  • Host University

    Hochschule für Wirtschaft und Recht Berlin

  • Location

    Berlin, Germany

  • Area of Study

    Business, Culinary Arts, International Marketing, Marketing, Merchandising

  • Language Level

    Taught In English

  • Course Level Recommendations

    Upper

    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.

    Hours & Credits

  • Contact Hours

    50
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    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

Course Disclaimer

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.