BRANDING & OMNICHANNEL RETAILING (4 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: describe key concepts of brand management; analyze brand strategy and brand performance measurement; explain key concepts of retailing; apply omnichannel principles to retail marketing in digital era.

Topics:

1. Brands and Brand Management;
2. Customer-Based Brand Equity and Brand Positioning;
3. Brand Resonance and the Brand Value Chain;
4. Choosing Brand Elements to Build Brand Equity;
5. Branding in the Digital Era;
6. Developing a Brand Equity Measurement and Management System;
7. Managing Brands Over Time, Geographic Boundaries, and Market Segments;
8. An Introduction to Retailing;
9. Retail Institutions by Store-Based Strategy Mix;
10. Web, Nonstore-Based, and Other Forms of Nontraditional Retailing;
11. Developing Merchandise Plans;
12. Integrating and Controlling the Retail Strategy;
13. Final Presentation.