Graduate Education Institute · Business Administration · Master
Course Objective
The course’s aims are to: - Provide an understanding of the meanings of brand in alternative ways. - Provide the appropriate concepts, theories and techniques related to the important issues in brand management operations. - Enhance students’ ability to apply creative and critical strategies and tactics involved in developing, positioning, leveraging, managing a brand, and measuring its value.
Course Content
Basic concepts and definitions related to brands and brand management; brand value concept; brand positioning; selection of brand components to create brand value; design of marketing programs to create brand value; integrated marketing communication to create brand value; brand value measurement and evaluation systems; design and implementation of brand strategies; brand extensions; sustainability in brand management: management of brands over time; global management of brands; organizational and managerial issues in brand management.
Course Learning Outcomes
- Define the concept of brand and understand the importance of branding in terms of manufacturers, consumers and retailers.
- Identify brand image, brand personality, brand loyalty and brand awareness and give examples from practice
- Define the concept of brand value and have information about the measurement of brand value.
- Gains knowledge of branding strategies applied by enterprises and gives examples from application.