Summer University Course

Csilla Horváth


A basic course in Marketing.

Course description

The objective of this course is to guide you into the world of branding by introducing you the basic branding concepts and models, by illustrating these with real world examples, and by encouraging you to think further and reflect about brands and all the brand-related issues. We aim to create awareness about the value inherent to a brand, and how this value can be transformed into economic success. This includes the creation, growth, maintenance, protection, extension and exploitation of brands as well as brand portfolios


  • Brands
  • Brand Elements 
  • Consumer-based Brand Equity
  • Brand Positioning
  • Associative Network Memory
  • Brand Relationship
  • Branding Pyramid
  • Brand Extensions
  • Brand Portfolio, etc. 

Learning outcomes

  • Hold an in-depth knowledge about the core branding concepts and models and their relationships
  • Be able to apply these in real-life in a reflective way
  • Be able to assess the brand equity of a brand


Students planning to obtain ECTS credits for the course will write a 60-minute in-class examination. Grading will be based on the written examination (80%) and contribution to class work (20%).

Reading materials

Advised book: Keller, Kevin Lane & Vanitha Swaminathan: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education Limited, 2019.

Csilla Horváth is an assistant professor of marketing at the Nijmegen School of Management at the Radboud University. She studied Mathematical Economics at the Corvinus University, Budapest and holds a PhD from the University of Groningen. Her research interests include destructive consumer behavior, emotions and affect in consumer decision making, compulsive buying, and brand management. Her work has been published in Marketing ScienceJournal of Economic PsychologyInternational Journal of Research in MarketingJournal of Business Research, and International Journal of Forecasting, among others.