Jan 19 - Brand Management
Started Jan 20, 2019
4 credits
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Full course description
Description
This module aims designed to provide students with knowledge on the brand concept, the roles and functions of brands in the marketplace, marketing strategies to build brand equity and importance of brand equity to sustainability of the brand and creation of competitive advantage.
Instructors
Dr Leong Vai Shiem
Format
Online forums will be used to support the scaffolding of knowledge, understanding and abilities. The teaching style will include video conferencing, discussion forums and activity based learning techniques. The focus of the teaching style will be determined through learning diagnostics, undertaken by students, which will identify learning styles needs. A cooperative learning framework is used as a means of supporting equity for both teaching and learning styles.
Video Overview
What you get
Brands and brand management
Brand resonance
Brand elements to build brand equity
Brand diversity
Marketing programs and communications to build brand equity
Brand equity measurement and management system
Brand architecture strategies
Managing brands over geographic boundaries and market segments
Sustaining a brand long term
Brand equity brand identity and brand positioning