BUS631: Resources | Saylor Academy

Topic	Name	Description
	Course Syllabus

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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