BUS631: Study Guide: Unit 9 | Saylor Academy

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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