BRAND MANAGEMENT (BA5042)

This course covers how to apply the concepts of management and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, with a focus on direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.

Code:

BA5042

Name:

BRAND MANAGEMENT

Discipline:

BA (Business)

Type:

Regular

Level:

Graduate

Credits:

Can be taken twice for credit?:

Pre-requisites:

Major=MSc: International Management OR Major=MSc: Int'l Mgmt (NGO & Mission-Based Track) OR Major=MSc: Int'l Mgmt (Sustainability Systems Track) OR Major=MSc: Strategic Brand Management

Co-requisites:

None

Learning Outcomes

Critically evaluate and assess how brand management systems and frameworks maintain consistent customer perceptions and enhance market performance through sources and outcomes of brand equity.
Design specific strategies that focus around extending, revitalizing and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement)
Identify and establish brand positioning and values to build customer-based brand equity in a variety of global and regional contexts.
Plan and implement branding programs through integrated marketing communications and brand associations to build brand equity.

BRAND MANAGEMENT (BA5042)

Learning Outcomes

Archived Syllabi