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Brand Management (GRAV022)

Course Objectives

The study of brand management is considered a crucial area in marketing and business curriculum as brands are one of the most valuable assets a company can have in today’s highly competitive marketplace. An understanding of the psychological aspects of consumers’ awareness, preference, and loyalty to brands is vital for a long-term company growth. The course aims to develop the necessary knowledge and skills required to prepare managers to develop an enduring advantage for their products in a competitive marketplace. It deals with important issues both at the individual product and the firm level and is designed both for those entering careers in brand and product management as well as for those with an interest in marketing management or general management. Particular emphasis is placed on hands-on experience of analyzing, assessing and managing brands.

Learning Outcomes

On completion of this course successful students will:

  • Increase understanding of the important issues in planning and evaluating brand strategies.
  • Provide the appropriate theories, models and other tools to make better branding decisions.
  • Provide a forum for students to apply branding principles in practice.
  • Gain an in-depth knowledge on the planning and implementation of a branded product.
  • Develop skills of brand analysis, draw reasonable interpretations and objective judgements.
  • Develop skills of presenting research / field work findings.
Syllabus
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