Course overview
This course shall equip students with foundational knowledge of contemporary branding practices and to enhance their ability to understand various brand management strategies. Students will learn about how consumers process, store, and retrieve brand-related information. They will develop a clear understanding of the key brand performance metrics and benchmarks for your brand and come to understand how brands compete.
- Brand management & mental availability
- Evidence-based marketing strategy
- Physical availability & going global
Course learning outcomes
- Examine marketing knowledge from the perspective of brand management
- Compare the quality of evidence available to support branding theories
- Demonstrate international perspectives and an ability to discuss the suitability of evidence-based brand growth recommendations for specific market conditions.
- In the context of the Marketing discipline, demonstrate business acumen, and skills in problem solving and communication