Business-Administration - Course - Strategic Brand Management

  • Course Code: MBA645
  • Credits: 3
  • Hours Distribution: 3Lec
  • Course Type: Major Electives (Major E)

Course Description

This course examines best practices and leading-edge strategies and tactics for creating strong, successful, and sustainable brands in a highly competitive and global marketplace. It integrates current concepts, research findings, strategic frameworks, and management processes to provide theoretical foundations and practical insights to assist in making sound branding decisions. It provides an integrative framework for measuring and building brand equity and brand market performance. As learning outcomes, students will work on brand management teams to analyze case studies, develop brand audits, assess sources of brand equity, create brand positions, and formulate brand portfolio strategies for improving and leveraging brand leadership over geographic boundaries and market segments.