MARKETING STRATEGIES FOR BRAND DVLPMT in Fall 2024 (CM4048)

Home>Academic Catalog 2024-2025>Course Catalog>

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.

Course Master: 
MARKETING STRATEGIES FOR BRAND DVLPMT (CM4048)
Term: 
Fall 2024
Discipline: 
CM (Communications)
Credits: 
4 credits
Type: 
Regular
Level: 
Undergraduate
Can be taken twice for credit?: 
No
Exam Date: 
Saturday, December 14, 2024 - 12:30
Pre-requisites: 
BA2040
Co-requisites: 
None

Professor(s)

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

Syllabus

Please log in to view this course syllabi.

Schedule

Start Date: 
Monday, September 2, 2024
End Date: 
Tuesday, December 17, 2024
DayStart TimeEnd TimeRoom
Wednesday
13:45
16:40
C-103