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  • BU5304 Brand Management: Week Subject Date

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    saaaruuu
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    This document outlines the topics and schedule for a 14-week Brand Management course. The course covers key concepts in brand strategy and management, including defining brands, assessing brand equity, developing brand positioning and marketing programs, measuring brand performance, growing and sustaining brands, and managing brands globally. Students will learn about these topics through weekly lectures and complete two homework assignments. The course aims to provide students with an in-depth understanding of creating and managing strong, successful brands.

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    BUS 5304 Programme

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    This document outlines the topics and schedule for a 14-week Brand Management course. The course covers key concepts in brand strategy and management, including defining brands, assessing brand equity, developing brand positioning and marketing programs, measuring brand performance, growing and sustaining brands, and managing brands globally. Students will learn about these topics through weekly lectures and complete two homework assignments. The course aims to provide students with an in-depth understanding of creating and managing strong, successful brands.

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    23 vues4 pages

    BU5304 Brand Management: Week Subject Date

    Transféré par

    saaaruuu
    This document outlines the topics and schedule for a 14-week Brand Management course. The course covers key concepts in brand strategy and management, including defining brands, assessing brand equity, developing brand positioning and marketing programs, measuring brand performance, growing and sustaining brands, and managing brands globally. Students will learn about these topics through weekly lectures and complete two homework assignments. The course aims to provide students with an in-depth understanding of creating and managing strong, successful brands.

    Droits d'auteur :

    © All Rights Reserved
    Téléchargez comme DOCX, PDF, TXT ou lisez en ligne sur Scribd
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    sur 4

    BU5304

    BRAND MANAGEMENT

    Week Subject Date


    1 Brands and Brand
    Management
    -What is a brand
    -Why do brands
    matter?
    -Can everything be
    branded? Sep 26th
    -What are the
    strongest brands?
    -Branding challenges
    and opportunities
    -The brand equity
    concept
    -Strategic brand
    management concept
    2 Identifying and
    Establishing Brand
    Positioning and
    Values Oct 3rd
    -Customer Based
    Brand Equity
    -Brand knowledge
    -Sources of Brand
    Equity
    3 Identifying and
    Establishing Brand
    Positioning and
    Values
    -Segmentation and Oct 10th
    targeting
    -Positioning
    -Points of parities and
    disparities
    -Brand mantra
    -Brand models
    4 Planning and
    Implementing Brand
    Marketing Programs
    -Brand elements Oct 17th
    -New perspectives on
    marketing
    -Product strategy
    -Pricing strategy
    -Channel strategy
    FIRST HOMEWORK
    5 Planning and
    Implementing Brand
    Marketing Programs
    -The new media
    environment
    -Marketing Oct 24th
    communication
    options
    -Developing
    integrated marketing
    communication
    programs
    6 Planning and
    Implementing Brand
    Marketing Programs Oct 31st
    -Leveraging
    secondary brand
    associations
    7 Measuring and
    Interpreting Brand
    Performance
    -Brand audits
    -Brand tracking Nov 7th
    studies
    -Establishing brand
    equity management
    system
    8 Measuring and
    Interpreting Brand
    Performance
    -Qualitative research Nov 14th
    techniques
    -Quantitative
    research techniques
    9 Measuring and
    Interpreting Brand
    Performance Nov 21st
    -Comparative
    methods
    -Holistic methods
    10 Growing and
    Sustaining Growth
    -Brand architecture Nov 28th
    -Brand portfolios
    -Brand hierarchies
    -Corporate branding
    SECOND
    HOMEWORK
    11 Growing and
    Sustaining Growth
    -Brand extensions Dec 5th
    -Advantages and
    disadvantages of
    brand extensions
    -How consumer
    evaluate brand
    extensions
    -Brand extension
    opportunities
    12 Growing and
    Sustaining Growth
    Growing and
    Sustaining Growth
    -Managing brands Dec 12th
    over time
    -Reinforcing brands
    -Revitalizing brands
    13 Growing and
    Sustaining Growth
    Growing and
    Sustaining Growth
    -Managing brands
    over geographic Dec 19th
    boundaries and
    market segments
    -Global marketing
    -Standardization
    versus customization
    14 Review Dec 26th

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