Course overview
This course shall equip students with knowledge of contemporary branding practices and to enhance their ability to realistically assess various brand management strategies. Students will learn about how consumers process, store, and retrieve brand-related information. They will develop a clear understanding of the key brand performance metrics and benchmarks for your brand, and come to understand how brands compete.
- Evidence-Based Marketing Strategy
- How To Build Mental And Physical Availability:
- Growth Opportunity Or Distraction?
Course learning outcomes
- Critically evaluate marketing knowledge for its relevance to brand managers and judge the quality of evidence available to support theories
- 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
- Evaluate the impacts of branding strategies on ethics, sustainability and cultural diversity
- Work effectively in a team to investigate and make recommendations following appraisal of brand performance