MMKT603: Brand Management

Examine the process of creating brand equity and consumer loyalty by understanding both the theoretical and working knowledge of the roles brands and brand management play in helping today's organizations achieve their marketing and corporate goals.

Course Introduction:

This course aims to help you understand the importance of brand equity and the means of building, measuring, and managing brand equity. It will cover topics in the utilities of branding, the process of building brands, methods of measuring brand equity, ways to leverage brand equity, strategies in managing brand portfolios, and management of brands over time, geographic boundaries, and consumer market segments.

The discipline of Brand Management is guided by professional terminology and important theories. To keep track of these key terms and theories, you should create a glossary of key terms to build your marketing and brand management acumen. Key brand terminology and theories are noted throughout the units and should be part of the study pattern.
Course Units:
  • Unit 1: The Principles of Strategic Brand Management
  • Unit 2: Consumer Choice: Loyalty, Preference and Brand Equity
  • Unit 3: The Brand Audit: Asset Development
  • Unit 4: Brand Portfolio Management
  • Unit 5: Sustainable Competitive Advantage
  • Unit 6: Brand Research and Macro Trends
  • Unit 7: The Study of Brand Positioning Using Integrated Marketing Communications
  • Unit 8 Consumer Relationship Management (CRM)
  • Unit 9 User Experience (UX)
  • Unit 10: Impact of Technology on Brand Management
Course Learning Objectives:
  • Apply fundamental branding terminology and enhanced analytical skills theory;
  • Analyze the consumer-focused theory of brand management;
  • Measure a brand's equity and health by analyzing the differences and integration of brand strategies and brand management tactics;
  • Explain how brand managers select effective frameworks for understanding brand strategy decisions;
  • Analyze a brand portfolio masterbrand and sub-brand architecture management; and
  • Apply analytical methodology to evaluate a brand's strengths, weaknesses, and challenges.
Skill Level: Beginner