Course description
The study of brand management is considered a crucial area in marketing and business curriculum as brands are one of the most valuable assets a company can have in today’s highly competitive marketplace. An understanding of the psychological aspects of consumers’ awareness, preference, and loyalty to brands is vital in developing long-term company growth. The course aims to develop the necessary knowledge and skills needed to prepare the managers to create an enduring advantage for their products in a competitive marketplace. It deals with important issues both at the individual product and the firm level and is designed both for those anticipating careers in brand and product management as well as for those with an interest in marketing management or general management. Particular emphasis is placed on hands-on experience of analyzing, assessing and managing brands.
Course results
- Increase understanding of the important issues in planning and evaluating brand strategies.
- Differentiate between appropriate theories, models and other tools that help to make better branding decisions in organizations.
- Apply branding principles in practice in a students’ forum format.
- Develop an in-depth knowledge on the planning and implementation of a branded product.
- Perform brand analysis, draw reasonable interpretations and objective judgements out of it.
- Develop skills of presenting research / field work findings.
