STRATEGIC BRAND MANAGEMENT (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Gain understanding on how brands deliver their values to target market; Illustrate branding strategy in the global sector; Develop strategic brand communication using multi-platform media.

Topics:

1. Components of brand;
2. Brand Management;
3. How  new media changing the game;
4. A shift from media planning to communication planning;
5. Focusing on outcomes, not outputs; Insight over analysis;
6. Making Integration real;
7. How media context helps advertising deliver more relevant communications;
8. Touch point selection;
9. Getting social;
10. Bringing the brand media strategy to life;
11. Measurement and metrics;
12. Big data analytics.