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BUS631: Brand Management
Course Syllabus
Sections
Unit 1: The Principles of Strategic Brand Management
Unit 2: Consumer Choice: Loyalty, Preference, and Brand Equity
Unit 3: The Brand Audit: Asset Development
Unit 4: Brand Portfolio Management
Unit 5: Sustainable Competitive Advantage
Unit 6: Brand Research and Trends
Unit 7: The Study of Brand Positioning Using Integrated Marketing Communications
Unit 8 Consumer Relationship Management (CRM)
Unit 9 User Experience (UX)
Unit 10: Technology and Brand Management
Study Guide
Course Feedback Survey
Certificate Final Exam
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BUS631: Brand Management
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Business Administration
BUS631: Brand Management
Sections
Unit 9 User Experience (UX)
Unit 9 Study Resources
Unit 9 Review Slides
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Unit 9 Review Slides
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Brand Management Unit 9 Review.pdf
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You can also download the presentation slides so you can make notes.
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Course Syllabus
Branding and the Brand Building Process
Strategy and Context
Common Branding Strategies
Unit 1 Review Video
Unit 1 Review Slides
Study Guide: Unit 1
Unit 1 Assessment
Brand Equity Models
Loyalty Management
Customer Journey Mapping
Five KPIs Every Business Must Consider
Unit 2 Review Video
Unit 2 Review Slides
Study Guide: Unit 2
Unit 2 Assessment
Brand Auditing and Brand Salience Management
Strategies: Principles of Management
Mediators of the Customer Satisfaction-Loyalty Relationship
Uncovering the Corporate Brand's Core Values
Consumer Reliance on Alternative Digital Touchpoints
Branding, Labeling and Packaging
Unit 3 Review Video
Unit 3 Review Slides
Study Guide: Unit 3
Unit 3 Assessment
Strategic Portfolio Planning Approaches
Product Portfolio Management
Portfolio Planning and Corporate Level Strategy
Concentration Strategies
Unit 4 Review Video
Unit 4 Review Slides
Study Guide: Unit 4
Unit 4 Assessment
Porter's Generic Strategies and Firm Performance
Differentiation: Mastering Strategic Management
Competitive Intelligence Information
Business Process Performance Measurement
The Global Business Environment
Marketing Ethics: Selling Controversial Products
Unit 5 Review Video
Unit 5 Review Slides
Study Guide: Unit 5
Unit 5 Assessment
PESTLE Analysis
Marketing Information Systems
From Information Experience to Consumer Engagement
The Marketing Environment
Analyzing the Organization's Micro-Environment
SWOT Analysis: Mastering Strategic Management
Unit 6 Review Video
Unit 6 Review Slides
Study Guide: Unit 6
Unit 6 Assessment
The Language of Brands in Social Media
Integrated Marketing
Developing Insights from Social Media
How to Catch Consumers' Attention
Unit 7 Review Video
Unit 7 Review Slides
Study Guide: Unit 7
Unit 7 Assessment
Understanding Consumer Behavior
Social Customer Relationship Management
Factors that Influence Consumers' Buying Behavior
What is Marketing?
Marketing and Customer Relationships
Unit 8 Review Video
Unit 8 Review Slides
Study Guide: Unit 8
Unit 8 Assessment
A Performance Perspective on UX
Understanding UX Better
From Information Experience to Consumer Engagement
What is Design Thinking?
Unit 9 Review Video
Study Guide: Unit 9
Unit 9 Assessment
Determinants of Brand Loyalty of Sports Footwear
Strategic Social Media Marketing
Data Governance Issues in Digital Marketing
Big Data Analytics and Sales Performance
Predictive Analytics and Consumer Loyalty
Unit 10 Review Video
Unit 10 Review Slides
Study Guide: Unit 10
Unit 10 Assessment
BUS631 Study Guide
Course Feedback Survey
BUS631: Certificate Final Exam
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