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

    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

    150
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • Overview

    Virtual Reading Week:

    The virtual reading week (the week before students arrive in Berlin) aims at focusing on the strategy and brand management issues in the contemporary brewing industry. Students will develop a basic understanding of general concepts relevant to the brewing industry. Students will study papers available via the HWR learning platform and answer associated questions (monitored self-tests). Please expect to spend a few hours each day on reading and answering the questions. You may complete the tasks at your preferred time and pace.

    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 Cultural Module (mandatory): German Culture and Society: Cultural Perspectives

    This module will deal with German culture and society through many different site visits, and explore topics such as the Berlin Wall and Cold War era, Nazi-Germany, Prussia and its kings, German stereotypes, German university system, German politics, contemporary art or pop culture in Germany. In reflective papers, the students will have the opportunity to contemplate and highlight the differences and similarities between the students’ home cultures and their new host culture/the cultures of their classmates. This module will help students to reflect upon and their intercultural experience.

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