MARKETING STRATEGIES FOR BRAND DVLPMT (CM4048)

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This is the capstone course for all Marketing and Communication interested Seniors. It puts previous learning experiences from management classes, marketing, research and communications into perspective and analyses the strategic choices that lead to building strong and lasting brands. The course sets a particular focus on brand positioning, brand architecture, Integrated Marketing Communications (IMC) and teaches the academic foundations and tools that are indispensable to develop truly differentiating brand statements, to understand key research techniques and their usage in real life as well as competitive strategy. Numerous brand cases and exercises such as Nespresso, Tag Heuer, Healthy Choice, Toyota, etc. help to illustrate brand strategy and teaches students to apply strategic thinking in building strong and differentiated brands. The course employs the Harvard Business School Case Study method and teamwork throughout.

Code: 
CM4048
Name: 
MARKETING STRATEGIES FOR BRAND DVLPMT
Discipline: 
CM (Communications)
Type: 
Regular
Level: 
Undergraduate
Credits: 
4
Can be taken twice for credit?: 
No
Pre-requisites: 
BA2040
Co-requisites: 
None

Learning Outcomes

  1. Brand portfolio management. Benefits and techniques of strategic brand architectures and brand stretching into new market segments.
  2. Integrated marketing communications. Understanding of how integrated approaches to marketing & communication strategy work. Brand case team exercises.
  3. Principles of successful go-to-market and competitive strategies.Presentations and student exercises on successful brand development cases (Nespresso, Toyota, US Cola War, Healthy Choice, Milka, Apple, Evian, Nike, Tag Heuer … and many others).
  4. Students will learn about key research methods most frequently used in the brand building and brand management exercise.
  5. Students will learn how to use key brand positioning tools such as competitive market mapping, brand laddering, brand essence work and writing of powerful positioning statements
  6. The consumer journey and its effects on purchasing behavior leads to a new form of retail strategy. Multi channel/multi media – students will learn about the new shopper and how to effectively target him/her in a fully connected world. If time permits: outlook into the third industrial revolution on its implication on business in the 21st Century.
  7. Understand how to articulate and present in a captive and persuasive manner, including the use of information technology. Learn how to structure, format and animate effective power point presentations using text, animations, images and video to captivate and persuade an audience.
  8. Understand the principles of how strong brands are built. Competitive market analysis and strategic interpretation of competitive marketing strategies. Development of brand positioning statements and their operational application into the marketing mix. Students will also acquire knowledge of key branding tools used throughout the brand positioning process

Offering(s)

Term Code Name
Fall 2024 CM4048 MARKETING STRATEGIES FOR BRAND DVLPMT
Spring 2025 CM4048 MARKETING STRATEGIES FOR BRAND DVLPMT

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