This course examines product management, brand positioning and building, measuring and managing brand equity over time. This course utilizes classic and current consumer and business case studies of leading marketers and their strategies for effectively building and managing products and brands. Topics include customer focus, brand positioning and identity, creating points of difference and competitive advantages, marketing communications and messages including the Internet and building customer loyalty. Building brand portfolios, sub-brands, line extensions, and distribution strategies will also be covered. By the end of this course, the successful student will be able to: Describe the purpose and methods of effectively managing brands including how to build brand equity and establish brand identity. - Formulate effective brand strategies for consumer and business goods and services. - Demonstrate the ability to conduct a critical brand audit, including recommendations for changes and improvement. - Work effectively in a team environment for the research and application of branding concepts; this will be demonstrated through both written and presented works.
Temps présentiel : 17.5 heures
Charge de travail étudiant : 57.5 heures
Méthode(s) d'évaluation : Participation et assiduité, Projets, Travail personnel
|Ce cours est proposé dans les diplômes suivants
|Master en marketing et publicité