Course Description

Course Name

Product and Brand Management

Session: VSOS3221

Hours & Credits

3 Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.

Overview

Course Objective:

Brands represent the value offering of the firm. Companies are increasingly becoming aware of the importance of their brand strategies, realizing that brand equity is one of their most important corporate assets. The brand — and its promise — is a source of value to both the company and the customer. The effective management of the product and brand presents the manager however with enormous challenges in today’s dynamic business environment. This advanced level marketing course is designed to develop new skills and consolidate prior knowledge and skills learned in other marketing courses to develop a proactive brand management approach.

Aims:

The course deals primarily with an in-depth analysis of a variety of concepts, theories, facts, analytical procedures, techniques and models with the development, evaluation, and implementation of strategic brand management issues in complex environments.

Objectives:

At the end of this course you should have an understanding of the following topics:

  • Branding fundamentals: the importance of branding will be introduced.
  • Developing a brand strategy: discuss the roles of brands, the concept of brand equity and the advantages of creating strong brands.
  • Designing and implementing brand marketing programs: examine the ways to build brand equity by properly choosing brand elements, designing marketing programs and activities, and leveraging secondary associations.
  • Measuring and interpreting brand performance: examine different approaches to measuring brand equity and how to implement a brand equity measurement system.
  • Growing and sustaining brand equity: examine different alternative branding, brand extension, and market extension strategies to grow and enhance brand equity over time.

*Course content subject to change