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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
Branding and the Brand Building Process
1.2: Multi-brand Company's Strategic Plan Goal Setting
Strategy and Context
1.3: Modeling Long-Term Brand Strategy
Common Branding Strategies
Unit 1 Study Resources
Unit 1 Review Video
Unit 1 Review Slides
Study Guide: Unit 1
Unit 1 Assessment
Unit 1 Assessment
Unit 2: Consumer Choice: Loyalty, Preference, and Brand Equity
2.1: Customer-Based Brand Equity
Brand Equity Models
Loyalty Management
2.2: Consumer Buying Loyalty Factors
Customer Journey Mapping
2.3: The Consumer Journey
Five KPIs Every Business Must Consider
Unit 2 Study Resources
Unit 2 Review Video
Unit 2 Review Slides
Study Guide: Unit 2
Unit 2 Assessment
Unit 2 Assessment
Unit 3: The Brand Audit: Asset Development
3.1: Strategic Imperatives
Brand Auditing and Brand Salience Management
Strategies: Principles of Management
Mediators of the Customer Satisfaction-Loyalty Relationship
3.2: The Core Brand Identity
Uncovering the Corporate Brand's Core Values
3.3: Brand architecture
Consumer Reliance on Alternative Digital Touchpoints
Branding, Labeling and Packaging
Unit 3 Study Resources
Unit 3 Review Video
Unit 3 Review Slides
Study Guide: Unit 3
Unit 3 Assessment
Unit 3 Assessment
Unit 4: Brand Portfolio Management
4.1: Strategies in Managing Brand Portfolios
Strategic Portfolio Planning Approaches
Product Portfolio Management
4.2: Product Expansion/Growth Matrix
Portfolio Planning and Corporate Level Strategy
4.3: New Product Development Stages for Brand Expansion
Concentration Strategies
Unit 4 Study Resources
Unit 4 Review Video
Unit 4 Review Slides
Study Guide: Unit 4
Unit 4 Assessment
Unit 4 Assessment
Unit 5: Sustainable Competitive Advantage
5.1: Competitive Differentiation
Porter's Generic Strategies and Firm Performance
Differentiation: Mastering Strategic Management
5.2: Competitive Intelligence
Competitive Intelligence Information
Business Process Performance Measurement
The Global Business Environment
5.3: Ethical Brand Management
Marketing Ethics: Selling Controversial Products
Unit 5 Study Resources
Unit 5 Review Video
Unit 5 Review Slides
Study Guide: Unit 5
Unit 5 Assessment
Unit 5 Assessment
Unit 6: Brand Research and Trends
6.1: Macro Environmental Factors Impacting Brand Success
PESTLE Analysis
Marketing Information Systems
From Information Experience to Consumer Engagement
The Marketing Environment
6.2: Micro Environmental Factors Impacting Brand Success
Analyzing the Organization's Micro-Environment
6.3: SWOT Analysis For Financial Opportunity
SWOT Analysis: Mastering Strategic Management
Unit 6 Study Resources
Unit 6 Review Video
Unit 6 Review Slides
Study Guide: Unit 6
Unit 6 Assessment
Unit 6 Assessment
Unit 7: The Study of Brand Positioning Using Integrated Marketing Communications
7.1: Brand Positioning Model
The Language of Brands in Social Media
Integrated Marketing
7.2: Gap Analysis for Opportunity
Developing Insights from Social Media
7.3: Digital and Promotional Marketing
How to Catch Consumers' Attention
Unit 7 Study Resources
Unit 7 Review Video
Unit 7 Review Slides
Study Guide: Unit 7
Unit 7 Assessment
Unit 7 Assessment
Unit 8 Consumer Relationship Management (CRM)
8.1: Customer Based Brand Equity
Understanding Consumer Behavior
Social Customer Relationship Management
Factors that Influence Consumers' Buying Behavior
8.2: Brand Growth through Consumer Relationships
What is Marketing?
8.3: Customer Lifetime Value
Marketing and Customer Relationships
Unit 8 Study Resources
Unit 8 Review Video
Unit 8 Review Slides
Study Guide: Unit 8
Unit 8 Assessment
Unit 8 Assessment
Unit 9 User Experience (UX)
9.1: Introduction to UX
A Performance Perspective on UX
Understanding UX Better
9.2: Customer Lifecycle Management
From Information Experience to Consumer Engagement
9.3: Design Thinking
What is Design Thinking?
Unit 9 Study Resources
Unit 9 Review Video
Unit 9 Review Slides
Study Guide: Unit 9
Unit 9 Assessment
Unit 9 Assessment
Unit 10: Technology and Brand Management
10.1: Market Intelligence
Determinants of Brand Loyalty of Sports Footwear
Strategic Social Media Marketing
10.2: Brand CRM Applications
Data Governance Issues in Digital Marketing
10.3: Marketing Technology Applications
Big Data Analytics and Sales Performance
Predictive Analytics and Consumer Loyalty
Unit 10 Study Resources
Unit 10 Review Video
Unit 10 Review Slides
Study Guide: Unit 10
Unit 10 Assessment
Unit 10 Assessment
Study Guide
BUS631 Study Guide
Course Feedback Survey
Course Feedback Survey
Certificate Final Exam
BUS631: Certificate Final Exam
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BUS631: Brand Management
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