This course examines product management, brand positioning and building, measuring and managing brand equity over time. This course utilizes classic and current consumer and business case studies of leading marketers and their strategies for effectively building and managing products and brands. Topics include customer focus, brand positioning and identity, creating points of difference and competitive advantages, marketing communications and messages including the Internet and building customer loyalty. Building brand portfolios, sub-brands, line extensions, and distribution strategies will also be covered. By the end of this course, the successful student will be able to: Describe the purpose and methods of effectively managing brands including how to build brand equity and establish brand identity. - Formulate effective brand strategies for consumer and business goods and services. - Demonstrate the ability to conduct a critical brand audit, including recommendations for changes and improvement. - Work effectively in a team environment for the research and application of branding concepts; this will be demonstrated through both written and presented works.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 57.5 heures

Méthode(s) d'évaluation : Participation et assiduité, Projets, Travail personnel

Référence :
Philip Kotler , Kevin Keller, Marketing Management,12th Edition, Pearson Kotler, Kilburn Godin and Riachi, The Holistic Marketing Guide Jack Trout , Al-Ries, The 22 immutable Branding Strategies, McGaw-Hill