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BUS631: Brand Management
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Course Introduction
Course Syllabus
Unit 1: The Principles of Strategic Brand Management
1.1: Brand Management Strategic Models
1.2: Multi-brand Company's Strategic Plan Goal Setting
1.3: Modeling Long-Term Brand Strategy
Unit 1 Study Resources
Unit 1 Assessment
Unit 2: Consumer Choice: Loyalty, Preference, and Brand Equity
2.1: Customer-Based Brand Equity
2.2: Consumer Buying Loyalty Factors
2.3: The Consumer Journey
Unit 2 Study Resources
Unit 2 Assessment
Unit 3: The Brand Audit: Asset Development
3.1: Strategic Imperatives
3.2: The Core Brand Identity
3.3: Brand architecture
Unit 3 Study Resources
Unit 3 Assessment
Unit 4: Brand Portfolio Management
4.1: Strategies in Managing Brand Portfolios
4.2: Product Expansion/Growth Matrix
4.3: New Product Development Stages for Brand Expansion
Unit 4 Study Resources
Unit 4 Assessment
Unit 5: Sustainable Competitive Advantage
5.1: Competitive Differentiation
5.2: Competitive Intelligence
5.3: Ethical Brand Management
Unit 5 Study Resources
Unit 5 Assessment
Unit 6: Brand Research and Trends
6.1: Macro Environmental Factors Impacting Brand Success
6.2: Micro Environmental Factors Impacting Brand Success
6.3: SWOT Analysis For Financial Opportunity
Unit 6 Study Resources
Unit 6 Assessment
Unit 7: The Study of Brand Positioning Using Integrated Marketing Communications
7.1: Brand Positioning Model
7.2: Gap Analysis for Opportunity
7.3: Digital and Promotional Marketing
Unit 7 Study Resources
Unit 7 Assessment
Unit 8 Consumer Relationship Management (CRM)
8.1: Customer Based Brand Equity
8.2: Brand Growth through Consumer Relationships
8.3: Customer Lifetime Value
Unit 8 Study Resources
Unit 8 Assessment
Unit 9 User Experience (UX)
9.1: Introduction to UX
9.2: Customer Lifecycle Management
9.3: Design Thinking
Unit 9 Study Resources
Unit 9 Assessment
Unit 10: Technology and Brand Management
10.1: Market Intelligence
10.2: Brand CRM Applications
10.3: Marketing Technology Applications
Unit 10 Study Resources
Unit 10 Assessment
Study Guide
Course Feedback Survey
Certificate Final Exam
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All categories
Arts and Humanities
Art History
Communication
English
Philosophy
Business Administration
Computer Science
English as a Second Language
Professional Development
Business and Communication
College Success
Computer and Information Technology
General Knowledge for Teachers
Writing and Soft Skills
Science and Mathematics
Biology
Chemistry
Mathematics
Physics
Social Science
Economics
Geography
History
Political Science
Psychology
Sociology
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BUS631: Brand Management
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Course Syllabus