Strategy and Brand Management in the Brewing Industry (BBI)

["This unique course will explore the numerous strategic and marketing-related issues at stake in an industry that is as global as it is local. Students will also examine competitive strategies related to global market leaders and entrepreneurs as well as management challenges in craft beer production, distribution, and brand management. Berlin is the perfect location to study this topic as it is home to a vibrant craft beer scene, several traditional breweries and a number of associations representing the industry – several of which students will have the opportunity to visit during the course. The "German Culture & Society: Intercultural Perspectives" module offers students the chance to reflect on their cross-cultural experiences in greater detail.This course programme is structured into two parts. Thevirtual "reading week"aims to sensitise participants to current issues related to strategy and brand management in the brewing industry before students dive into theon-site programme and content in Berlin(4 to 17 January)."]