Course overview
The aim of this course is 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. This course examines marketing concepts through the lens of a Brand Manager: brands in consumer minds; how brands compete; target marketing; segmentation and 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.
Course learning outcomes
- Critically evaluate marketing knowledge for its relevance to brand managers and judge the quality of evidence available to support theories.
- Work effectively in a team to investigate and make recommendations following appraisal of brand performance.
- Interpret brand performance metrics and provide recommendations in a format suitable to assist senior management to make strategic decisions for brands operating in a diverse range of contexts.
- Demonstrate Business Enterprise Skills in the context of Marketing: i) Problem Solving (intermediate level); and ii) Teamwork (advanced level).