Hans Mühlbacher was Professor of Business Administration and Head of the Department of Strategic Management, Marketing and Tourism of the School of Management of the University of Innsbruck, Austria. He has earned his habilitation at Johannes Kepler University of Linz, Austria. He was a visiting professor at universities and Grandes Ecoles in France, the USA and Switzerland. Having published in academic journals such as International Journal of Research in Marketing, Journal of Product Innovation Management, Journal of Management Information Systems, Journal of Business Research, European Journal of Marketing, Journal of Marketing Management and Décisions Marketing, he was the Associate Editor for »International Business » of the Journal of Business Research and Editor of Marketing – ZFP, the major academic journal in marketing of German language. Prof. Mühlbacher is a member of several editorial boards of international journals; moreover, he is the Associate Editor of the track « Stratégie » of Décisions Marketing, and he is a Partner in the Institut für Marketing – Strategientwicklung GmbH, an Austrian consultancy firm that serves international clients. Prof. Mühlbacher is a former President and current Fellow of the European Marketing Academy (EMAC). His research interests focalize on the co-development of new products, the development processes of brands as complex social phenomena, and the formation of strategies.
He has joined the International University of Monaco for its dynamic development as a member of INSEEC Group. He teaches the course « Brand Management Strategy » in the Master of Science in Marketing program. Because of the ever-rising importance of brands to the success of companies in all sectors of the economy, this course is a capstone course in the program. It discusses various approaches to brands and branding, from the perception of brands as signs that can be changed at the will of the owner, via brands as images, personalities and identities, to brands as interaction processes among a variety of stakeholders. Case studies are mixed with student presentations, exchange on literature studied in advance and discussions of managerial consequences of different perspectives on brands and branding. Students are prepared for their coming careers by being lead through critical reflections of extant approaches and the deduction of adequate managerial responses to the challenges of dynamic brand processes.
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