Certified in Brand Management

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About Course

BRAND MANAGEMENT.

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Brand management is a dynamic and a continuous process that needs consistent investment of time and money.

Course aim

To equip students to critically apply knowledge of contemporary brand management practices and to make evidence-based decisions for evolving brand-related tasks in diverse contexts.

Course content

This course examines marketing concepts through the lens of a Brand Manager: brands in consumer minds; how brands compete; target marketing; segmentation & brand differentiation; mental availability of the brand through consumer memory structures; how to identify and use your brand assets and key brand performance metrics. This course also introduces new concepts necessary for a successful management of brands: introduction to brand management; understanding brand equity; new brands including brand extensions, re-branding, branding internationally; and the physical availability of the brand through market distribution channels.

 

 

 

 

 

 

 

 

 

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About the instructor

Course Curriculum

Module 1

  • Marketing Strategy
  • Brand Management

Module 2

  • Assignments
  • Brand Strategy
  • Digital Marketing
  • Assignments

Module 3

  • Assignments
  • Micro & Macro Economic
  • Modern Business Communication
  • Assignments

Exam

  • Exam

Download eBooks

  • Download eBooks

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